Humans for Humans



Leo Burnett, Toronto

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

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.