Loblaws x Covenant House
INSIGHT: While homeless youth struggle to find shelter and food, others take for granted the opportunities they’ve been given that afford them the luxuries in their lives.
IDEA: We are partnering with Covenant House Toronto to show Loblaws shoppers what it’s like to have nothing in their privileged place of plenty.
Outsiders Report
The PC Insiders Report announces hundreds of exclusive products each year, a fan favourite for shoppers. We’re wrapping the Insiders Report with our Outsiders Report to show them their privilege.
We’ll highlight the new Outsiders Support Program at Loblaws to educate shoppers about the importance of transitional housing for homeless youth.
The Outsiders Support Program provides Toronto homeless youth with community apartments and jobs at Loblaws to help them during this transitional time.
Mobile Microsite
In-Store Donation Stand
Shoppers can act with their hearts to instantly donate. Using NFC technology, tappable donation displays will be placed around the store so customers are able to tap the sign and automatically donate a fixed amount of $2.80 on the spot. And at the same time, shoppers can pick up an Outsiders Report wrapped Insiders Report, or scan the QR code for more donation options.
Checkout
Loblaws receipts will quantify how many days rent shoppers’ purchase totals could afford a youth living in transitional housing.
Smaller versions of the tap stand will be placed at the cash registers so customers have another chance to donate before leaving the store.
CW: Sean Kinton / AD: Anna Rosenstein