Inflation may have shown some signs of easing in September, but the prices of basic necessities still remain high in Canada – for many, prohibitively so – and it’s that reality that Vibrant Communities Calgary (VCC), an anti-poverty non-profit, is lampooning with its latest stunt.

The stunt – which was developed with creative agency Daughter – is anchored by an activation that presents as a luxury Calgary storefront.

The storefront launched on the International Day to Eradicate Poverty (Oct. 17) under a false brand, “Unaford.” But rather than featuring designer outfits and other high-end goods, this storefront recasts the items required for everyday living – from bread and eggs to tampons and toilet paper – as luxury items.

The point of the stunt, which falls under the organization’s “Enough for All” anti-poverty strategy, is clear. With a 6.9% rise in the cost of living and 6.2% increase in housing costs, as well as a 9.7% jump in food prices, Calgarians on stagnant wages are being pushed to the financial edge.

“For many Calgarians, the situation is dire – they have to choose between the basics: food on the table or diapers for their kids,” says Meaghon Reid, executive director for the VCC. “Our faux brand, Unaford, cuts through the noise on the issue and makes this often hidden problem indisputable.”

The storefront is supported by social and digital – namely an Instagram feed and microsite that employ stark imagery and staggering statistics to drive the point home. The effort drew hundreds of Calgarians out to take photos and spread the message online. The goal, according to Keli Pollock, executive creative director at Daughter, is to keep the conversation going via social media engagement.

“Using our creative skills to amplify social messages is something we’ve had a lot of success with over the years,” says Pollock.