Working with Leo Burnett, Raising the Roof created “Street Shops” installations where Canadians could buy a toque from places some people are forced to call home. The team sold toques for the organisation inside an old car, against a bench and in the doorway of a store. Painted in white and dressed in toques for sale, the “Street Shops” drew the attention of people walking by. Signs read, “Buy a toque here today. Prevent a family from living here tomorrow.” At every touchpoint, prevention programs were also explained at length and the contextual pop-up shops helped show people exactly where their donations were going.