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Horizons for Youth
Horizons for Youth is a youth program based in Toronto that offers support, guidance and homes to at risk youth. The purpose of this campaign is to promote this brand and it's cause to increase traffic on their website for donations.
Billboard
Social Media
The challenge
Horizons for Youth are alongside big charities like CAMH so the challenge is to stand out against the more established charities.
The idea
The idea is to show two scenarios for the at risk youth and to give a message implying that the viewer can impact which one they experience. The ripped paper effect represents the adage of getting 'torn down' which can mean a person going through hardships. The taglines on the other hand imply that the rip can be fixed meaning their lives can improve.
Moodboard
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