This took place about six weeks ago, but adds to my Monday point about the need to stand out, particularly when trying to get a social message out.
In an effort to raise both funds and awareness for Vancouver's increasingly dire homeless situation, a street team of volunteers and staffers of the First United Church Mission handed out slices of toast at the city's busiest intersection.
The bread was burned with words on both sides, using branding irons, blowtorches and the savvy of the Tribal DDB ad agency. They read:
For some people, this is a meal.
Help us help the homeless.
Not only did the church take in a bunch of money, but the eye-opening, soul-searching stunt was picked up by newsfolks all over the world.
Think they'd have enjoyed the same result had they been handing out paper flyers instead?