“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.