Raising the Roof: Coming Soon

This case study details how Raising the Roof, a homelessness charity, increased awareness by shocking local communities in Canada.

Raising the Roof: Coming Son

Agency: Leo Burnett

Case overview

This is a story about a mouse that roared. How a tiny not-for-profit with no budget put the problem of homelessness directly into people's backyard and evoked an immediate response. It clearly demonstrates how strategy drove creative, which drove results for Raising the Roof.

The client's business issues/opportunities

a) The Client's business, competition and relevant history:

Raising the Roof was established in 1996 with the mission of providing national leadership on long-term solutions to homelessness. They have a tremendous task on their hands - including, but not limited to:...

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