Raising the Roof
The package design that helped homeless youth
Package design
Activation
Art direction
Copywriting
On any given night in Canada, up to 7,000 homeless youth end up on the streets. And every year, nonprofit Raising the Roof sells hats to raise the money they need to stop this. But on their own, these hats don’t tell the full story, making it hard to connect with what they truly represent: a meal, a shower, a chance for a fresh start etc.
So we designed simple yet powerful packaging that brought this to the forefront. The packaging and display helped create a tangible connection between consumers and the cause they’re supporting, leading to one of the most successful campaigns to date.
