Our new brand campaign is highlighting the dramatic change that can happen in the life of a homeless or at-risk youth when they are given a second chance – a fresh start.

The campaign, entitled “Fresh Start”, launched today in print, out-of-home, and digital, with radio to follow in early September. The campaign shares stories of formerly homeless youth who participated in programs and services at Eva’s that helped them secure employment and independent living.

Each night in Toronto there are 2,000 youth who do not have a safe place to sleep, At Eva’s, we are committed to working with youth to provide them with the employment, education, training, and life skills they need – budgeting, financial planning, cooking etc. – to secure employment and housing. Last year alone, we provided training and education programs, employment and interview preparation, life skills training and ongoing encouragement and counselling to over 1,750 residents and non-residents of Eva’s. We also provided safe shelter, transitional housing and emergency supports to 2,164 residents.

Created by Mirum, the campaign uses the ad placement to highlight how a homeless youth might have used the space prior to reaching out to Eva’s for support. The campaign also includes new branding and a new corporate website for Eva’s.

“It was our pleasure to use the agency’s creative powers to promote such a worthy cause. The whole team at Mirum wanted to help Eva’s stand out and be recognized for the great and very necessary work they do helping Toronto’s homeless youth,” said Mark Goodman, CEO of Mirum in Canada.

The “Fresh Start” campaign was created pro bono by Mirum. The campaign is being supported by media space from Adapt Media, Captivate Media, Clear Channel, Horizon Travel Magazine and NewAd Media.

Street level posters to be displayed throughout the city.
Street level posters to be displayed throughout the city.
Restroom posters in restaurants and bars throughout Toronto.
Restroom posters in restaurants and bars throughout Toronto.
Magazine ads in publications such as Maclean’s, Chatelaine, Hello Canada, and Flare.
Magazine ads in publications such as Maclean’s, Chatelaine, Hello Canada, and Flare.
Video billboards in Yonge and Dundas Square.
Video billboards in Yonge and Dundas Square.

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