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Top 6: September 26th 2012
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Raising The Roof: The Street HouseTop 6: September 26th 2012
In May 2012, Leo Burnett Toronto, in partnership with Raise The Roof, launched a new campaign aimed to raise awareness of the 200,000 people homeless in Canada. To expose the realities behind homelessness, Raise The Roof built "The Street House." Coinciding with the popular Doors Open Toronto festival, "The Street House" mimicked a home, tucked inside an alleyway, made completely out of cardboard. Viewers who toured the rooms of “The Street House” were confronted with tough questions and compelling facts that depicted the realities of homelessness.
"One person at a time, we changed the way the city saw the homeless". Over 2,000 people visited "The Street House" in two days, millions were reached through media and word of mouth and over 100,000 people acted, all in efforts to raising awareness for the homeless in Canada.
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