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

January 20, 2014  |  Jeromy Lloyd  |  Comments

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

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