I’ll Be Homeless For Christmas

digital, social


Mustard Seed homeless shelter campaign where we posted ads for “homes” of the homeless in real estate listings and on Airbnb—makeshift tents on the street, behind dumpsters, underneath park benches—offered for $20/night in Calgary. This is the per diem that many people receive on social assistance. The campaign raised awareness for homelessness and called for donations during Christmas. The results were astounding: 689,494 impressions, 1500% spike in interactions on Twitter, 176000 social reach and a spike in holiday donations. We even received a call from the president of Airbnb praising the campaign, and received local and international awards. All with $0 budget.