WoodGreen in the News

Feb 3

Written by: admin

Would you rather keep up with the Kardashians, or think about the plight of struggling single mothers in your own community?
This is the core question posed by a widely praised Canadian ad campaign that replaces celebrity scandals with tales of poverty-stricken women on the covers of glossy tabloid-style magazines.

Created by DDB Canada for Toronto's WoodGreen Community Services, the campaign is intended to promote a program called Homeward Bound, which provides homeless or struggling single moms with childcare, affordable housing and the means to become self-sufficient.
"Learning about celebrities is fun," reads the community agency's website, "but there are people who need our attention much more: struggling single mothers."
A series of fake magazine covers and several videos introducing beneficiaries of the program have made the rounds online in recent weeks, prompting many to share the campaign and ask, as the posters do, "What if we cared about those in poverty as much as we care about celebrities?"