Homeward Bound Program - "Gossip Today"

DDB Canada

DDB Canada Toronto, Canadá

6974

Marca: Homeward Bound Program
País: Canadá

Anunciante: WoodGreen Community Services

Título	Gossip Today
Agencia	DDB Canada
Campaña	Single Mom Celebrities
Anunciante	WoodGreen Community Services
Marca	Homeward Bound Program
Fecha de primera difusión/publicación	2014 / 1
Sector Empresarial	Acciones Caritativas, fundaciones, voluntariado
Lema	Struggling Single Moms Take Over Celebrity News
Sinopsis	Canadian single mothers struggle every day just to provide the basics for their children. However, most people don’t realize this problem even exists. We needed to make our target (Canadian mothers) realize that single moms in poverty need help.
Filosofía	People are infatuated with celebrity culture, keeping abreast of what popular stars are eating, where they vacation, and whom they are dating. Meanwhile, some Canadian single mothers struggle every day just to provide food and shelter for their children. Today WoodGreen Community Services, one of Toronto’s largest social services agencies, is launching a thought-provoking communications campaign challenging people to care about those living in poverty as much as they care about celebrities.
Problema	This pro-bono campaign, developed by DDB Canada’s Toronto office, aims to rally support for struggling single mothers and WoodGreen’s Homeward Bound program. Unique in Canada, this award-winning program helps homeless or inadequately-housed single mothers earn a tuition-paid college diploma, start a career and achieve economic self-sufficiency.
Resultado	“Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day,” says Denise Rossetto, executive creative director, DDB Canada. “Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support.” The campaign includes television, print, out of home, social and online advertising to drive traffic to WoodGreen’s website. On the website, visitors can watch short testimonial videos from some of the women featured in the campaign, who are participants from WoodGreen’s Homeward Bound program. These women share how WoodGreen’s program made a positive impact on their lives. Website visitors are also invited to sign a petition to encourage provincial funding for the expansion of the Homeward Bound program. “We are grateful to these strong women who shared their success stories in this campaign to inspire support for the Homeward Bound program,” says Brian Smith, president and CEO, WoodGreen Community Services. “We also want people to know that this program has proven results1. For every dollar invested, graduates of the Homeward Bound program will return $4 back to society. In fact, on average, $295K of cumulative benefit is generated for every woman who completes the program. The significant return occurs as women complete the program, move off social assistance and become economically self-sufficient.”
Medio	Televisión
Duración	39 seconds
Más información	www.woodgreen.org
Colorization	Alter Ego
Realizador	Jorn Haagen
Director de fotografía	Jorn Haagen
Director ejecutivo de creación	Denise Rossetto
Director ejecutivo de creación	Todd Mackie
Director creativo	Paul Wallace
Responsable de conceptos / redactor	Domenique Raso
Art Director	Rebecca May
Productor de la agencia	Andrew Schulze
Montador	Brian Wells
Montaje	School
Audio	RMW
Colorist	Eric Whipp