Raising the Roof - The Hidden Homeless

Raising the Roof was already well-known for its toque campaign, but we wanted to expand upon that, creating a campaign to increase awareness about “the hidden homeless”. Many who become homeless do not show up on street corners or even in statistics; too many live paycheck to paycheck and rely on temporary solutions, staying with family members or friends or even living in their cars. We developed a full campaign, including print, outdoor, non-traditional out-of-home tactics and television and online.