Uploaded July 2015 | Updated September 2026, 30 minutes ago
Raising the Roof is a Canadian organization dedicated to finding sustainable solutions for homelessness. This provocative integrated campaign began by sourcing uncharitable quotes from Twitter that portrayed the homeless in unflattering light. LB/Toronto filmed actual homeless people reading these tweets aloud, and then asked the homeless to respond to the hostile portrayal of their situation. These videos were hosted at HumansForHumans.ca, and the raw authenticity of this footage and the nuanced portrait of homelessness that emerges from this dialogue forced people to confront their prejudices and reevaluate their attitudes. The campaign generated a 415% increase in donations to Raising the Roof, and served to humanize a problem that’s often stereotyped with sweeping and unkind generalities.
Raising the Roof is a Canadian organization dedicated to finding sustainable solutions for homelessness. This provocative integrated campaign began by sourcing uncharitable quotes from Twitter that portrayed the homeless in unflattering light. LB/Toronto filmed actual homeless people reading these tweets aloud, and then asked the homeless to respond to the hostile portrayal of their situation. These videos were hosted at HumansForHumans.ca, and the raw authenticity of this footage and the nuanced portrait of homelessness that emerges from this dialogue forced people to confront their prejudices and reevaluate their attitudes. The campaign generated a 415% increase in donations to Raising the Roof, and served to humanize a problem that’s often stereotyped with sweeping and unkind generalities.
