Toronto social services agency WoodGreen often works to remove the “un-” for a lot of Torontonians whose needs are unmet and unsupported. Now, they’re looking to remove their own “un” – and shift from being a relatively unknown force in their communities to one that is well recognized.

The community social services organization, which has been in operation in the city for 85 years, has launched an awareness campaign developed with Toronto independent creative shop Open, designed to help “put them on the map” for the “amazing” work that they do, says Martin Beauvais, founder and creative partner at the agency. Called “Unmet,” the campaign is anchored by a nearly two minute hero spot that showcases the different ways WoodGreen helps an array of Torontonians, from those who are unhoused or living with disability to newcomers and those in unsafe homes.

The spot was informed by conversations the Open team had with key stakeholders – from some of the clients WoodGreen serves to the CEO of the foundation itself – and its goal is to make clear the work that the organization does for those who are unfamiliar with it.

“If I’m walking past and someone asks me to give them a dollar for SickKids, I know exactly who I’m giving my dollar to and what they do. It’s not the same for WoodGreen,” Beauvais explains. “We needed to clarify what they do, because they met the unmet needs of a lot of Torontonians. There are a lot of people, especially after the COVID-19 pandemic but also from before, with the food and affordable housing crises, whose needs have been unmet.”

While there are many social services agencies that might cater to one need or another, WoodGreen addresses the full picture for its clients. It serves 37,000 Torontonians annually through its 36 locations, addressing complex situations where several services are required, including physical, mental health and disability services, affordable housing and pathways to employment.

“They are an amazing organization that all Torontonians should be aware of,” says Beauvais. “I like to say that WoodGreen makes the unpossible, possible for so many people in our city.”

The campaign is running in 60- and 30-second cutdowns across donated broadcast, digital and social spaces, supported by newspaper and OOH. The organization is aiming to raise $25 million to support Torontonians, and this campaign plays a key part in that effort. It will remain in market for the duration of the fundraiser.