Watch This: A tabloid take on single moms (Woodgreen)

Toronto commuters may have noticed WoodGreen Community Services‘ transit ads styled like fashion and celebrity magazines that started appearing mid-January (right). It was just one element of a campaign created by DDB Canada for WoodGreen’s “Homeward Bound” program. The pro bono campaign officially launched last week and includes this video that carries the celebrity angle […]

Toronto commuters may have noticed WoodGreen Community Services‘ transit ads styled like fashion and celebrity magazines that started appearing mid-January (right). It was just one element of a campaign created by DDB Canada for WoodGreen’s “Homeward Bound” program.

The pro bono campaign officially launched last week and includes this video that carries the celebrity angle forward. But it also lets viewers know that the subjects of this campaign are real single mothers who have graduated from Homeward Bound, “an award-winning, 4-year program that helps homeless or struggling single mothers earn a tuition-paid college diploma, start a career, and become self-sufficient.” You can learn more about each of the five mothers with links at the end of this video:

“Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day,” said Denise Rossetto, DDB executive creative director, in a release. “Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support.”

Agency: DDB Toronto
Copywriter: Domenique Raso
Art director: Rebecca May
Chief creative officer: Kevin Drew Davis
Executive creative directors: Denise Rossetto, Todd Mackie
Media: OMD
Production: Corner Store
Director: Jorn Haagen
Post-production: School
Online: AXYZ
Colour: Alter Ego
Audio house: RMW Music
Documentary director: Peter Andrew

Brands Articles

Mona Networks takes mixed-use retail development mobile

New mobile network connects property management, office workers and retailers

Fisher-Price’s first celebrity collaboration

Company partners with Shakira on line of baby toys as well as a web series

Walmart joins ‘Half Your Plate’ campaign

CPMA initiative asks consumers to fill half their plate with fruit and vegetables

P&G splitting off its Duracell business

Battery brand generates about $2 billion a year in sales

Pusateri’s to operate ‘food halls’ in Canadian Saks stores

Retailer to offer specialized sit-down food options and gourmet food products

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda