Veterans’ House Canada’s is sparking difficult conversations with public provocations.
The “In Uniform” campaign, by agency partner Brandish, draws attention to the plight of homeless veterans with a public installation in Edmonton that includes the caption, “Someone who wore this uniform slept here last night.”
The activation prompted raw reactions from locals and a QR code directed passersby to learn more and support The Edmonton Project, a 40-unit supportive housing development opening next year.
“In Uniform” was inspired by the insight that veterans are three times more likely to experience homelessness than other Canadians.
“We tend to revere the uniform, but once it comes off, that respect can fade,” says Brandish creative director Jon Manning. “We wanted to remind people that the person who wore the uniform still deserves our support, long after their service ends.”
The display moved throughout Edmonton in parks, the downtown core and in neighbourhoods where houselessness is prevalent.
Aa campaign video of people’s reactions was released later, extending the reach of the experience from the street to social media.
“This project challenges assumptions,” Manning says. “We watched people to shift their perspective in real time. It’s not every day your work can literally stop someone in their tracks and open their mind.”
According to the agency, the initiative drew 90,000 video views across multiple platforms, generated substantial media coverage and helped boost Veterans’ House Canada LinkedIn following by 40%.
VHC, whose mandate is to end veteran homelessness by developing permanent, affordable and supportive housing communities tailored to veterans’ needs, will continue sharing stories, campaign content and opportunities to engage across its social-media platforms and website in the weeks ahead.
