A number of faceless IDs have been found across Toronto, as part of a campaign launched by non-profit Street Health and Rethink. The campaign raises awareness for the growing need for their ID Safe program, which has seen over a 25 per cent increase in clients in the past year.
The IDs look like normal healthcare, ID, or driver’s license cards from a distance, but a closer look reveals a faceless portrait with obscured description fields. The back of the card sends a clear message: “Losing your ID shouldn’t cost your identity.” along with a QR code that takes people to the website where they can donate to the organization.
The Non-Profit offers safe document storage or replacement for people without stable housing and serves roughly 175 clients seeking mail, storage, or ID replacement services per day—approximately 60 additional clients each day compared to last year. While the city of Toronto used to provide core funding, the city’s funding models have recently changed.
The cards were left in common places such as bus stops, cafe tables, and grocery baskets. When the cards were discovered and examined by good samaritans, they received an educational message: “When street-affected people lose their ID, they lose access to health care, assistance programs, and housing services. Safe document storage provides stability to those who need it most.”
This professional campaign titled 'Faceless IDs' was published in Canada in November, 2019. It was created for the brand: Street Health, by ad agency: Rethink. This Experiential medium campaign is related to the Public Interest, NGO industry and contains 9 media assets. It was submitted over 2 years ago.
Advertising Agency: Rethink, Canada