The Fred Victor Story

Fred Victor, a non-profit organization with 130 years of service in Toronto, faced a significant challenge: despite its extensive work in providing housing, healthcare, food access, and employment support for people experiencing homelessness, only 9% of Torontonians were aware of the organization. With the homelessness crisis in Toronto worsening and emergency shelters operating at near capacity, the need for increased donor support became urgent.

To address this, we developed a campaign called “Homeless for the Holidays” featuring contextual out-of-home ads across the Greater Toronto Area and street-level installations of various holiday-decorated tents throughout the city that highlight the stark reality of homelessness during the holiday season. The goal of this campaign was to encourage Torontonians to reflect on the crisis and underscore the need for collective action, encouraging donations to help Fred Victor continue its vital work during the holiday season and beyond.