Cultivating brand potential


Powerful poverty tabloid-style ads

Posted by: Jo Briton

Categories: Advertising,

Wed, 12 Feb 2014

This ad campaign interests me, as I constantly despair at our celebrity-obsessed culture. Toronto-based organisation WoodGreen Community Service with the help of DDB Canada have produced the campaign to highlight the plight of single mothers – but in the style of tabloid magazines.

The fake magazine covers show feature struggling single mothers and the problems they face such as homelessness, unemployment, being unable to afford food and healthcare. They are accompanied by the tagline “what if we cared about those living in poverty as much as we care about celebrities?”

I particularly find the copy writing inspiring as they have focused on some large things we would be shocked about such as “tries to avoid eviction”; but also on smaller issues that those with a stable income wouldn’t even consider such as “no class trips: too expensive”.

The adverts were shot for the organisation’s Homeward Bound program that focuses on getting single mums back on their feet by helping them get college degrees and jobs.

Giant posters of the ads were plastered all over Toronto, and the campaign has attracted vast media attention in the city and beyond. Powerful and emotional, the ads implore us to spare a thought for the less unfortunate and underprivileged.

I think this campaign could work well in the UK too.

Source: Design Taxi