THE MOVE-IN

The Foundation for Housing and its agency Rosa Paris unveil their new campaign in support of legacy giving.
80% of people over the age of 50 have already thought about their estate planning, but among them, only 9% consider leaving a gift in their will to a charitable organization. Why? Because it’s an unfamiliar form of giving, because having children makes people fear they might be disinheriting them... and because legacy giving is so little known, it’s hard to imagine its real impact—especially on people who are homeless or living in extreme poverty.
It is from this perspective that the Foundation for Housing has imagined its new film. The Move-In tells the story of how a family is able to reconnect with life after finding a home, thanks to the legacy left by a generous donor. The storytelling approach emphasizes that watching this film all the way to the end has never been so important.
Directed by Vincent René Lortie (produced by Henry) with cinematography by Balthazar Lab, this film de genre beautifully, powerfully, and sensitively illustrates the transformative power of legacy giving.
Giving someone a roof over their head means giving them a chance to find work, to live in safety, to rebuild social bonds, to restore dignity to thousands of men and women, and to help them envision a future. Housing is a vital need.
The campaign will run until mid-September and has been airing since early August on TV, video-on-demand, in cinemas, and across the Foundation’s digital platforms and social media. A print media rollout began at the same time.