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Eva's Initiatives for Homeless Youth begins Fresh Start campaign

Toronto-based youth shelter Eva's Initiatives for Homeless Youth has begun a new campaign called "Fresh Start." Developed pro bono by Mirum, the initiative consists of print, out-of-home and digital advertising, to be accompanied by radio commercials in early September. The campaign depicts the stories of formerly homeless youths who participated in the organization's programs and gained employment and independent living. The creative makes use of the placement of the ad to highlight how a homeless youth might have used the space before getting help from the organization. The campaign includes donated media space from Adapt Media, Captivate Media, Clear Channel, Horizon Travel Magazine, Newad Media and Rogers Media.

"Each night in Toronto there are 2,000 youth who do not have a safe place to sleep," said Sarah Barker, director of marketing and communications for the organization. "At Eva's, we are committed to working with youth to provide them with the employment, education, training, and life skills they need to secure employment and housing."

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