The Fred Victor Centre: Not A European Vacation

Homelessness is a major issue in Toronto. Many advocate for the homeless in the winter as it’s seen as a dire time, but most charities see a major decline in support during the summer months. While it might seem they have it pretty good, summer isn’t a vacation for the homeless. Heat-induced illnesses kill the homeless every summer in Toronto. To bring this to life, we took clichés from travel companies’ retail radio commercials to juxtapose how deadly summer can be for those on the streets.
Agency: DentsuBos