Salvation Army Places Street Signs on Homeless Homes Calling Attention to Plight of the Homless

With help from Toronto agency Cossette, The Salvation Army is making sure Canadians know that no one should have to live on the streets.

The agency has launched an outdoor campaign that encourages consumers to make donations that will be used to help the homeless. The agency placed typical neighborhood home address signs in a variety of public places where people normally eat, talk, read, relax, wait for the bus, or just hang out.

The home address signs draw attention to the fact that these same places are also locations where homeless people sleep. A headline beneath the street number reads: "No one should have to call this home." And below this headline people are encouraged to "Give hope to the homeless" by texting a donation to The Salvation Army.

Of the work, Cosette Co-CCO Matt Litzinger said, "The problem with homelessness is that it's often easy to ignore. We wanted to jolt the public by putting messages in places - and in a manner - that would surprise them,. Then we continue to turn that communications experience on its head by telling our audience that these same locations are also places that street people call home."