Repackaging Help
Raising The Roof
Issue 28 | September 2013
Agency
Leo Burnett, Toronto
Creative Team
Chief Creative Officer: Judy John Creative Director: Judy John, Lisa Greenberg Group Creative Director: Anthony Chelvanathan, Steve Persico Copywriter: Steve Persico Art Director: Anthony Chelvanathan Producer: Kimberley Burchiel Group Account Director: Natasha Dagenais Account Supervisor: Jeremy Farncomb
Date
February 2013
Background
For 16 years Raising The Roof had been selling hats to raise money for the homeless. While people know about the campaign, the biggest issue stopping them from buying a hat was that they were unsure of exactly where the money went, who it helped and if progress was being made from previous year donations. The brief was to deal with these concerns. The focus was on the downtown core because these people came into contact with the homeless everyday. The strategy was to show people that buying a hat had and will continue to make a difference.
Idea
The problem with selling hats to raise money for the homeless is that people don't connect the two things and hats evoke no emotions that encourage donations. A simple and cost effective solution was needed. The hats were placed in clear bags. On each bag was printed a message about what good will come from buying that hat. Things like "This hat will help a homeless person have a safe place to sleep tonight" or "This hat will connect a homeless teen with a mentor". Now people knew where their money was going and that each hat sold does make a difference. To sell each hat an outdoor store was created.
Results
This campaign helped Raising The Roof reach their yearly goal of selling 40,000 hats. The goal was reached 9 months early. The outdoor store also generated media coverage and put the cause in front of more people.