The Idea:

Donors in the community, along with Boyle Street Community Services had identified a lack of morale, high stress and cases of burnout in the volunteers, community workers and nearly every employee in the houselessness space in the midst of the pandemic.
To reach homeless sector workers, we created the Vital2Yeg campaign. One that showed appreciation from Edmontonians to the houselessness workers who were working in terrible conditions and on the frontline in what was possibly the worst of times for the community.
We would capture their attention with bright creative that featured thank you messaging and highlighted the many facets of the kind of work accomplished every day by the people in this sector. We centralized our messaging in Edmonton’s core and leaned into eye-catching colours and copy that depicted how incredible houseless sector workers are drawing on the specific traits of the job — their impact, their hard work and their strength. These ads drove people to visit the vital2YEG.ca landing page to learn more, share stories and join the conversation.
We then shared personal thank you’s on specially-created social media accounts on Instagram, Facebook and Twitter, as well as through mirror installations, branded gifts and giant “Thank You” messages throughout the city to help amplify gratitude for these workers beyond just our messaging.