HHUG, Homelessness and Housing Umbrella Group, is a network of agencies and individuals working to end homelessness and create affordable housing in Waterloo Region.

Their mission is to support and mobilize housing stability and related sectors to end homelessness and create affordable housing.

The following piece is an informative campaign poster designed to increase awareness of HHUG and homelessness in Waterloo region.

The campaign aims to generate identity and compassion for the homeless who are society's forgotten nameless and present a solution to helping the homeless find affordable housing.

Titled 'ABANDONED' this ad depicts a cute stuffed animal, dirty, cast aside and forgotten.

Images of the homeless can be cliche and in order to stand out to engage readership, we needed something different to communicate our message.

‍‍‍‍‍‍Imagery of a cute sad little animal is used to create engagement and empathy for the sad little stuffy further accentuated with a muted blue tint.

The tag line 'i need a hug' ties in with the name of the organization HHUG, a compassionate embrace.


Homelessness and Housing Umbrella Group (HHUG), Waterloo, ON.

Type: Awareness Campaign Poster 2 of 3