Raising the Roof: We Give a Damn

Each year, Raising the Roof sells toques to raise much-needed funds for homelessness prevention programs. For 2019, we created more than a campaign around toques, we created a movement. We designed unique English and French toques to challenge the indifference of others towards homelessness. Toques that showed you care by shouting that you care. To shake people out of their apathy, our challenging I GIVE A DAMN messaging leveraged donated transit, TV and online space, and was featured on "homeless" mannequins placed outside Toronto's City Hall. Subway platforms pop-ups and a website store stoked record toque sales, and support from influencers and individual buyers generated 693K earned social impressions and 12.8K earned social engagements.