These statement posters raised public awareness about youth homelessness. Here’s how!
Then try guerrilla marketing! This approach enables marketers to come up with marketing campaigns that are cost-effective, simple to execute, and leave a strong impression on their target audience. Today, let’s talk about a guerrilla marketing campaign with a charitable purpose. Read the article below to know how a non-profit organization brilliantly used statement posters to convey an important message.
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These statement posters raised public awareness about youth homelessness. Here’s how! Nowadays, charities are raising awareness for their cause through email campaigns, content marketing, search engine optimization, and social media engagement. In 2012, a Canadian non-profit organization went a step further by launching an impactful guerrilla marketing campaign to raise awareness about the complex issue of youth homelessness. The name of this non-profit? Raising The Roof!
In 2012, youth homelessness in Canada was identified as a “widespread social issue of growing concern.” In fact, it was found that 1 in every 5 young people aged 16 to 24 were homeless in the country. As an organization that aims to address the problem of youth homelessness in Canada, Raising The Roof had to come up with a way to raise public awareness about the issue and inspire collective action. To do this, the charity joined forces with Leo Burnett Toronto, an advertising agency, to execute a clever and cost-effective guerrilla marketing campaign. This initiative was called “Nothing But Potential,” a guerrilla marketing campaign that involved putting up statement posters in the streets of Canada!
Raising The Roof’s “Nothing But Potential” campaign had significant aspects that set it apart from other initiatives. First was the thought-provoking message that can be seen in the image below:
As you can see, the statement found in the poster conveyed a simple yet powerful message to the public: youth homelessness was a concerning issue that needed more attention. Next was the location. If you’ll notice, the posters were placed in spots where a homeless person was frequently sitting or sleeping. Through this clever placement, individuals who came across these posters visualized a homeless person in their minds.
Because of the poster’s powerful message and strategic placement, the “Nothing but Potential” campaign stirred empathy towards the issue of youth homelessness, motivating 65,000 people to donate to Raising The Roof. Aside from this result, the charity’s guerrilla marketing campaign received the following accolades:
A round of applause to the individuals behind this simple, cost-effective, and meaningful marketing campaign! — What are the key takeaways that can be learned from Raising the Roof’s “Nothing but Potential” campaign? Marketers frequently encounter the challenge of finding creative means to capture their audience’s attention. The non-profit organization triumphed over this daunting task by coming up with a creative and striking way to promote and champion its advocacy to the public. By doing so, Raising The Roof was able to raise the issue of youth homelessness to the public while receiving donations for its charitable projects. Additionally, the posters weren't just a marketing trick; they were powerful symbols illustrating the potential for positive change when society unites to address pressing issues involving the youth. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how one company highlighted air pollution as a pressing environmental concern? See it in next week’s article! |
