In efforts to expose the realities behind homelessness and raise awareness of the 200,000 homeless in Canada, Leo Burnett Toronto, in partnership with Raising The Roof, built The Street House.
The Street House coincided with The Doors Open Toronto festival in May 2012. This festival brought thousands of visitors to take a tour inside structures one would not be able to see. Raise the Roof's structure was slightly different. The Street House mimicked a home, tucked inside an alleyway, made completely out of cardboard. Those who stepped into the doors of The Street House were confronted with tough questions the homeless face everyday. Compelling facts and powerful images filled the many rooms, depicting the realities of homelessness and unveiling the truth.
One by one, the way the city saw homelessness changed. Over 2,000 people visited in two days, millions were reached through media and word of mouth and over 100,000 people acted to help spread awareness for the homeless.
Cardboard-Constructed Shelter Homes
The Leo Burnett Raising The Roof Campaign: The Street House
Trend Themes
1. Cardboard-constructed Homes - There is an opportunity to disrupt the traditional construction industry by exploring the use of cardboard as a sustainable and affordable building material.
2. Homelessness Awareness Campaigns - There is potential for disruptive innovation in creating impactful campaigns and experiences that raise awareness about homelessness and inspire action.
3. Interactive Exhibitions - There is an opportunity to disrupt the exhibition industry by creating interactive experiences that educate and engage visitors on important social issues.
Industry Implications
1. Construction - The construction industry can explore new techniques and materials, such as cardboard, to build sustainable and affordable housing solutions.
2. Marketing and Advertising - Companies in the marketing and advertising industry can develop innovative campaigns and experiences that raise awareness about homelessness and drive positive social change.
3. Exhibition and Events - The exhibition and events industry can create interactive exhibitions that educate and engage visitors on important social issues, like homelessness, to spark conversations and inspire action.