Encouraging a Deeper Understanding
Covenant House Vancouver exists for those young people for whom there is often no one else: young people aged 16–24 who have either willingly fled physical, emotional and/or sexual abuse, or those who have been forced from their homes.
To our surprise, many people assume that street kids are “lazy punks” who are simply having a good time partying, choosing not to work or go to school. Nothing could be further from the truth. Covenant House taught us that most street kids left their homes to get away from violence or sexual abuse, or because they became addicted to drugs or alcohol at a young age.
We decided our strategy would be to portray the streets themselves as the villain. The campaign focuses on the streets as a catalyst for addictions, crime and sexual exploitation.