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Creative

Yonge Street Mission Inspires Empathy with the #735Challenge

J. Walter Thompson Canada, 1 month, 2 weeks ago

Campaign by JWT Canada challenges Torontonians to understand the strain poverty puts on individuals

Yonge Street Mission Inspires Empathy with the #735Challenge

Can you live on $7.35 for one day? How about one week? Yonge Street Mission (YSM) is asking Torontonians to do just that with their #735Challenge.

The awareness campaign works to inspire empathy for those living with poverty by challenging Torontonians to live on the same amount of money someone struggling with low income has to survive on.

The not-for-profit Christian development agency was live on CP24 today to reveal the significance behind their recent social media posts asking users to guess how much money was in the depicted jar.

The jar contained the amount of money the average Toronto food bank user has to live on for a week: $51.45 which works out to $7.35 per day.

The #735Challenge presents an opportunity for Torontonians to understand the strain poverty puts on individuals and feel the struggle of those who have no choice but to live on such a shockingly low amount of money. By recreating the monetary struggle of those living with poverty, YSM is working to impact the public mindset and engage Torontonians in their mission to end chronic poverty in Toronto in one generation.

Angie Draskovic, President & CEO, Yonge Street Mission said: “Chronic poverty or generational poverty, is a plague in our communities in Toronto. Our city loses so much when we don’t hold dear the immense value, dignity and worth of each and every person we call neighbour. If you hold that dear too, we invite you to take action in the fight against poverty.

YSM worked with creative agency J. Walter Thompson Canada to bring the #735Challenge to life. YSM also worked with JWT Canada to develop a new brand identity as part of the organisation's new five-year strategic plan to achieve their mission.

“YSM has a new brand identity that reflects their bold ambition to end chronic poverty in Toronto in a generation. The #735Challenge is a wonderful demonstration of their brand’s commitment to act courageously and disrupt in an effort to create change,” said Brent Choi, President, J. Walter Thompson Canada.

The #735Challenge runs until June 8, 2018. Visit www.735challenge.ca for more information on how to join the challenge and support YSM.

Genre: Experiential