Humans for Humans

Viral

2015

Leo Burnett, Toronto

Most people have little compassion for the homeless, and see them as an annoyance or inconvenience. People experiencing homelessness aren’t seen as humans or treated as human beings. Raising The Roof launched Humans For Humans, a campaign to break the myths and present a human side to homelessness. To launch, we borrowed from the social phenomenon where people read mean tweets about themselves. Real mean tweets about homelessness, read by people living with homelessness.

Company: Leo Burnett, Toronto
Chief Creative Officer: Judy John
Creative Direction: Judy John, Lisa Greenberg, Sean Ohlenkamp
Group Creative Director: Steve Persico, Anthony Chelvanathan
Copywriting: Steve Persico
Art Direction: Anthony Chelvanathan
Agency Producer: Franca Piacente
Production Company: OPC/Family Style
Director: Angie Bird
Group Account Director: Natasha Dagenais
Account Supervisor: Kayla Osmond
Planner: Lisa Hart
Production House Producer: Harland Weiss, Liz Dussault, Michelle Woodward
Director of Photography: Viktor Cahoj
Casting: Shasta Lutz
Editing Company: Rooster Post Production
Editor: Izzy Ehrlich
Assistant Editor: Moe Ismail
Producer: Melissa Kahn, Tricia Hagoriles, Ernie Mordak, Amanda Lariviere, Rocco Gagliese
Transfer: Alter Ego
Online: Fort York
Music House: The Eggplant
Coordinator: Nicola Treadgold
Sound Mixer: Nathan Handy
Media Agency: M&K Media
Parnter: Julie McIlroy
Media Planner: Niamh Barry