This is an integrated advertising campaign for making people aware that the homeless people are living in persisting need and misery. The campaign was launched by Les Oeuvres du Cardinal Leger from Canada. The organization works for settlement and rehabilitation of homeless people. However, this particular campaign was launched with specific perspective of Canada.
The ad features singer and comedian IMA wandering on the road and asking people for help in order to depict the plights of homeless people. However, the campaign is not that hard hitting as it should be. However, appearance of a star for a specific cause can draw attention of people. The copy reads, ‘What do you wait to see there’.
Via Hout Lust
