The majority of Canadians (61%) do not believe that homelessness can be solved and thus don’t bother trying to fix it. Raising the Roof worked with Leo Burnett to challenge this thinking, as well as raise awareness of its youth prevention programs over the holiday season. The team created three unique audio holiday cards that were only sent to pre-existing donors to give them a new reason to donate again. Each card had an audio chip embedded inside and gave a voice to at-risk youth and the issues they face – such as a parent’s physical abuse or not being accepted due to their sexual orientation. And in a bid to attract new donors, three radio spots played out the same scenarios in longer form. The $5,000 media campaign helped increase awareness for the non-profit’s programs and gained 1,500 new email subscribers, as well as a 41% increase in Instagram followers.