| Title | Crime |
| Agency |
Hot Tomali Communications Inc.
|
| Campaign |
Streets - Covenant
|
| Advertiser |
Covenant House
|
| Brand |
Covenant House
|
| Posted | June 2003 |
| Product |
Centre & Residence for Homeless Youth
|
| Business Sector | Institutional/Public Interest/Non-Profit Org.
|
| Tagline | The streets encourage crime. |
| Story | "Crime" features close-up photography of a street grate. This creates a strong visual metaphor of jail cell bars and the streets. Some bullet casings are visible near the bottom of the ad, as if they were left on the pavement after a shooting. |
| Philosophy | Typically ads for homeless youth show victimized kids living in back alleys and eating out of dumpsters. This negative, and repetitive message fails to address the root of their problems. Our campaign takes the focus off of the kids themselves and puts it back on the street. We use strong visuals to portray the street as a catalyst for crime, sexual exploitation and addiction. The message is that the street is no place for kids to live and Covenant House offers the support they need. |
| Problem | The streets are a dangerous place to live. Homeless kids are regularly exposed to drugs, prostitution and crime. The public needs to know that this situation is serious. Very serious. We needed to break through the preconception that most street kids are just lazy and looking to party. |
| Media Type |
Poster
|
| Market | Canada |
| Creative Director |
Thomas Stringham
|
| Art Director |
Thomas Stringham
|
| Copywriter |
Sebastien Wilcox
|
| Photographer |
Anthony Redpath
|
| Account Director |
Alison Stringham
|
