No one plans on being homeless. Not even a tree.

Our “Black Christmas Tree” awareness campaign for Good Shepherd Ministries Toronto certainly got noticed.

With both street-level activation and a website takeover of getting loads of attention and traffic. Marketing Magazine picked up the story, as did Stimulant, Adnews and others. In addition to the reaction on the streets, twitter impressions hit over 104,000 using the hashtag #homelesschristmas.

Although, this was another successful digital & engagement driven campaign for the charity, sadly homelessness continues to be a big problem in Toronto.