“Pay it Forward” was a charitable contest in which Atlantic Business Magazine challenged Atlantic Canadian ad agencies to team up with a charity to create a pro bono print marketing ad that raised awareness and gave back to the community.
The prize: Six full-page ads in Atlantic Business Magazine, valued at $30,000.
Greater Moncton Homelessness Steering Committee (GMHSC) was established in 2000 to bring together agencies that work with the homeless and those at-risk, and to put the issue on the public agenda.
We teamed up with them to increase awareness about who they are, what they do, and how Atlantic Canadians can help them succeed.

Many people think homelessness is a “big city” issue. People are sleeping on the streets in places like Toronto and Vancouver, not in Moncton, Dieppe or Riverview.

The execution of our ad needed to not only challenge how the reader felt about homelessness in Atlantic Canada, but also about how they interacted with traditional magazine advertising. Our challenge was to find a way to make the ad fit in and stand out at the same time.



Covering the uncovered.

Before distribution, we used a ‘bookmark’ corner fold to conceal the ad from the reader. We did this because it notifies the reader that, yes, this page is important and by interacting with the pre-folded corner/blanket, the reader is confronted with the GMHSC logo and their message.

They are now given to power to keep the small homeless person covered or not. It’s their choice.



Our ad was selected as the contest winner.
GMHSC received $30K of free ad space for an entire year.


Agency: Cossette
Account Director: Maude Drouin-Halou
Account Manager: Sarah Densmore
Account Executive: Jena McCulloch
Strategist: Sam Abudayyeh 
Creative Director: Antoine Bécotte
Art Director/Graphic Designer/Copywriter: Greg Dubeau