Canadian social services campaign takes aim at celebrity culture using gossip magazines

WHAT if we cared as much about those living on the poverty line as we do about Hollywood celebs? This provocative campaign is a must-see.

An image from an advertising campaign by Woodgreen Community Services. Picture: Woodgreen Org

WHAT if Hollywood gossip magazines stopped spinning yarns about quickie Kardashian marriages and Britney breakdowns?

What if instead, they focused on real people with real problems - like how to pay rent and get food on the table?

That's the scenario featured in a new Canadian social services campaign, which imagines a world where everyone cares as much about those living on the poverty line as they do about the rich and famous.

The striking advertisements are for Toronto's WoodGreen Community Services, which has a particular focus on helping homeless and poor single mothers.

News_Image_File: A magazine cover from the Woodgreen Community Services campaign. Picture: Woodgreen Org

"Learning about celebrities is fun, but there are people who need our attention much more: struggling single mothers," WoodGreen's website states.

The mocked-up magazine covers feature titles such as Real and Truth, and contain candid photos of single mothers with headlines that reflect their personal struggles: 'Tanya tries to avoid eviction' announces one, while another states 'Nowhere to live: Marlene can't find affordable housing. She spends all weekend looking for places while her two sons stay at a local shelter.'

As well as the mock glossy covers, the campaign includes an E! News-style video with Hollywood reporters delivering news about struggling single mums.

News_Rich_Media: WoodGreen ad

This contrast between these women and the rich Hollywood stars who are usually the focus of gossip mags is especially sobering given today's news that the world's 85 richest people own as much the 3.5 billion poorest.

Advertising agency DDB Canada is the company behind the campaign, with DDB Executive Creative Director Denise Rossetto telling thw website Osocio: "Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day. Learning about celebrities is fun, but we want people to recognise that there are many others who are in greater need of our attention and support."