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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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http://www.leoburnett.us/chicago/

Amy Cheronis

EVP Reputation and Communications

amy.cheronis@mslgroup.com

Katie Newman

Chief Marketing Officer

katie.newman@leoburnett.com

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Toronto

Raising the Roof's "Humans for Humans" from LB Toronto Shifts the Conversation on Homelessness

It’s a lot easier to say hurtful things behind someone’s back — or more commonly today behind the guise of a Twitter handle — than it is to do so in person. But what happens when those biting words reach the person being attacked? In Leo Burnett Toronto’s new “Humans for Humans” campaign for homelessness resource center Raising the Roof, homeless people read mean Tweets about themselves and reveal just how much those messages hurt.

For the spot, Leo Burnett Toronto utilized Jimmy Kimmel’s #MeanTweet social phenomenon, in which celebrities are recorded reading mean Tweets about themselves. In “Humans for Humans,” the effect is less comical and more poignant, bringing awareness to how some people so easily talk negatively about people living with homelessness — almost as if they weren’t people.

The campaign aims to put an end to negative conversations around homelessness through the online video above, as well as TV, print, banner and out-of-home ads. The work drives people to HumansforHumans.ca, where people living with homelessness set the record straight on the common stereotypes and misconceptions regarding homelessness.

The final plea is simple: let’s all be #HumansforHumans.