“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.
OUR PARTNERING CHARITY
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, NB.
Our idea needed to not only challenge how the Atlantic Business Magazine reader felt about homelessness in Atlantic Canada, but also about how they interacted with traditional magazine advertising.
Covering the uncovered.
We used a ‘bookmark’ corner fold to conceal the ad from the reader. This technique informs the reader that—yes, this page is important and by interacting with the pre-folded corner, the reader is confronted with the GMHSC logo and their message.
The Greater Moncton Homelessness Steering Committee (GMHSC) is an inter-agency committee representing agencies in Greater Moncton that work with the homeless population and those at risk of becoming homeless.
Our ad was selected as the contest winner.
GMHSC received $30K of free ad space for an entire year.