Humane: Do Some Good
A Roof Overhead
Advertising can be a force for good. A Canadian firm, Spring Advertising, came up with an idea to turn city street benches like you see at bus stops into individual homeless shelters. Spring Advertising took their idea to RainCity Housing which provides emergency housing and temporary shelter for people living on the streets, who are living with mental illness, addiction or other health challenges in Vancouver, BC.
Here is an excerpt from a story in Fast Company about this project:
Rob Schlyecher, Spring’s co-founder and creative director, explains that the campaign was intended to draw attention to the lack of housing and mental health resources for Vancouver’s homeless population. The city has a particular problem with homelessness because it's the one of the few areas in Canada that doesn't freeze in the winter, he notes.
But Schlyecher also has a very realistic sense of where the campaign falls in the spectrum of housing solutions. It’s a small action, he says, part of a program the agency has run since its inception, called “strange acts of kindness.” This year, Spring is forgoing awards ceremonies and donating the money that would have been spent on travel to local charities instead.
“The advertising industry doesn’t really give a lot back to the community, and we felt like we wanted to change that,” Schleyer says. “We’re not doing very much. We’re not Mother Theresa. We just feel that when we’re not using our skills to sell products we’d like to use them to help people.”
Here is the link to the rest of the story in Fast Company:
Here is a link to RainCity Housing: