The Fred Victor Story

Fred Victor has been at the forefront of providing holistic support services to people experiencing homelessness in Toronto for 130 years. But third-party research showed that only 9% of Torontonians were aware of the nonprofit organization and what it does, limiting the potential for donor support at a time when Fred Victor’s services are needed more than ever. The brand also faces the negative impacts of a growing perception among people that homelessness is an unsolvable problem. The belief that if you’ve become unhoused you must be a lost cause. To show that thousands of unhoused Torontonians make a comeback every year with a boost of support from Fred Victor we turned signs that usually ask for help into a series of success stories.