Raising The Roof
Issue 28 | September 2013
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.