Greater Moncton Homelessness Steering Committee + Better Dreams

Shedding light on the state of modern homelessness in Atlantic Canada.

Services: Graphic design for print

Product: Regional print advertising campaign

Client

The Greater Moncton Homelessness Steering Committee (GMHSC) is an inter-agency committee representing agencies in Greater Moncton that work with the homeless population and those at risk of becoming homeless.

monctonhomelessness.org →

Team

Agency: Cossette

Maude Drouin-Halou

Sarah Densmore

Jena McCulloch

Sam Abudayyeh

Antoine Bécotte

Greg Dubeau

Animated GIF of a the ad changing states of being folded and unfolded revealing a homeless person under a sleeping bag.

The Greater Moncton Homelessness Steering Committee is shedding a light on what modern homelessness looks like in Atlantic Canada

“Pay it Forward” was a charitable contest initiated by Atlantic Business Magazine (→), inviting ad agencies in Atlantic Canada to collaborate with a charity. The challenge was to develop a pro bono print marketing ad campaign aimed at raising awareness and contributing to a healthy community. The prize? Six full-page ads in Atlantic Business Magazine, valued at $30,000.

The common misconception prevails that homelessness is solely a problem in big cities like Toronto and Vancouver, not in smaller communities like Dieppe or Riverview, NB. To challenge this notion, we partnered with the Greater Moncton Homelessness Steering Committee (→). Our aim was to dismantle this stereotype and illuminate the reality of modern homelessness in rural Atlantic Canada.