Raising the Roof conducts Homeless Castle campaign
Charitable organization Raising the Roof has begun a national campaign intended to raise awareness of the issue of homelessness in Canada. Developed by The Local Collective, the promotion features a 25-foot-tall castle called “The Homeless Castle,” temporarily installed at Nathan Phillips Square in Toronto. The structure is made of cardboard signs in the style often held by the homeless. It also includes television, print, radio and out-of-home advertising, as well as social media content. The campaign will run until the end of March. Media work is being conducted by M&K Media, with public relations support from The Colony Project.