This Fake Shelter Raised Concerns for an Affluent Toronto Neighborhood
Christopher Magsambol — October 13, 2015 — Social Good
References: youtu.be & marketingmag
'Raising the Roof' pulled off a brilliant homeless shelter stunt that had an affluent Toronto neigborhood outraged. Situated between a fruit market and coffee shop was a closed down mattress store -- its storefront featured a sign that informed residents of a homeless shelter that was going to be opened at the location. The result of the stunt brought angry residents together in protest of the proposed shelter.
The stunt was captured on video along with audio responses of residents unhappy about the news of an upcoming homeless shelter in their beloved neighborhood. Concerns were raised about the area's real estate value and lost business opportunities while some residents even suggested that the shelter should be moved elsewhere.
The commercial then asks viewers what would happen if they were this passionate about homelessness. The eye-opening homeless shelter stunt then asks viewers to help support the Raising the Roof charity -- a foundation that aims to find long-term housing solutions for homeless individuals.
The stunt was captured on video along with audio responses of residents unhappy about the news of an upcoming homeless shelter in their beloved neighborhood. Concerns were raised about the area's real estate value and lost business opportunities while some residents even suggested that the shelter should be moved elsewhere.
The commercial then asks viewers what would happen if they were this passionate about homelessness. The eye-opening homeless shelter stunt then asks viewers to help support the Raising the Roof charity -- a foundation that aims to find long-term housing solutions for homeless individuals.
Trend Themes
1. Fake Shelter Stunts - Creating provocative stunts and installations to bring attention to homelessness and challenge societal norms.
2. Outrage Marketing - Using controversial tactics and messages to generate buzz and spark conversations about social issues.
3. Activism Through Art - Using artistic mediums and performances to advocate for change and raise awareness about homelessness.
Industry Implications
1. Nonprofit - Nonprofit organizations focused on homelessness can leverage provocative stunts and creative marketing to drive engagement, increase donations, and advocate for change.
2. Real Estate - Real estate developers and agents can explore innovative housing solutions for the homeless population, addressing the need for affordable and accessible housing.
3. Marketing and Advertising - Marketing agencies and advertisers can embrace controversial and thought-provoking campaigns to generate buzz for social causes and drive meaningful conversations.
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