Synopsis
How do you visualize the magnitude of housing insecurity on a City scale?
You build a first of it's kind augmented reality experience.
All of the awards
Hundreds of millions of organic shares
An insane spike in donations
A difference in the lives of Toronto’s homeless
Highlights
Impetus
Poverty in Toronto can be hard to see, despite the fact that it’s the poverty capital of Canada. In the Greater Toronto Area alone, there are over 116,000 individuals and families struggling to put a roof over their head.
How can United Way bring awareness to this seemingly invisible issue?
In partnership with TAXI and KPMB, we brought this statistic to life using something everyone can understand — the world’s tallest building, needed to provide secure shelter for all affected in the city.
The Last Word
#Unignorable Tower cut through the noise — the response on social was overwhelming. Many people were concerned about the logistics of actually building this project, not realizing this was a campaign cleverly using augmented reality and not actually constructing the world's largest building.
Most importantly? This work delivered actual results for the United Way and helped them in their quest to improve the lives of Toronto's unhoused.