Woodgreen Ad Campaign

Earlier this month, Woodgreen begun their #ChangeTheConversation campaign bringing attention to the WoodGreen Homeward Bound program, asking the question “What if we cared about those living in poverty as much as we care about celebrities?”

Homeward Bound is an award-winning, 4-year program that helps homeless or struggling single mothers earn a tuition-paid college diploma, start a career, and become self-sufficient. Piloted by WoodGreen in 2004, it provides women with childcare, affordable housing, and other support- all under one roof. To date, we’ve helped 176 women with 216 children graduate and earn competitive wages in positions like law clerk, data management officer, technical service analyst, and many more.Woodgreen.org.

This campaign highlights struggling single mothers and their children through both print ads with mock celebrity magazine covers and a video which parodies celebrity gossip entertainment shows. Well, I’m actually in that video! I play the male host, alongside Michelle Argyris who starts off the show, titled Gossip Today, as the female host. Check it out below:

“Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day. Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support. – Denise Rossetto, executive creative director at DDB Canada

Not only is it great to be a part of such a creative campaign, but the fact that it’s about making a difference, shifting our focus to important issues, makes it that much better. On top of that, I had an amazing time on set as we shot the video, working with awesome people! Plus, check out what the good folks at Woodgreen shared with me through their Twitter account:

World-wide is right! Not only has it been widely covered by many news sources in Canada, but outside of the country as well. It’s really nice to know that the message is not only getting across, but being spread as well, striving to make positive changes. Again, I’m really glad to have had a chance to play a small part of this campaign. A job well done to all involved!