Home not-so-sweet home

Covenant House delivers a harsh reality of youth homelessness.
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For those of us lucky enough to have never dealt with homelessness, we might not think about the alternatives that exist for youth on the street. In a series of print ads, Taxi’s Toronto office helped youth homeless shelter Covenant House communicate that by taking the “sweet” out of “home sweet home.” The fact that harsh truths of verbal and physical abuse are being bluntly delivered in needlepoint pictures, where we’re used to seeing wholesome messages of family togetherness, makes the unfortunate reality that much more intense.

Credits:

Brand: Covenant House Toronto
Agency: Taxi Toronto
Executive Creative Director: Darren Clarke
Art Director: Justin Turco
Copywriter: Dave Fontaine
Illustrator / Retoucher: Andrew O’Driscoll
Account Director: Michael St