This pro-bono campaign, developed by DDB Canada's Toronto office, and photographed by Peter Andrew Lusztyk 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." 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 included television, print, out of home, social and online advertising to drive traffic to WoodGreen's website.