Toronto, ON – Digital out of home (DOOH) leader DIVE Billboards has announced its latest campaign with Fred Victor, a social service charitable organization committed to combatting homelessness in Toronto.

The campaign, launched to coincide with the holidays, is the culmination of a partnership aimed at igniting community spirit and supporting those experiencing homelessness and poverty.

Titled “Picture This,” this year’s campaign builds upon the success of the 2022 initiative, also in partnership with DIVE. By utilising donated services and hardware from DIVE, the 2023 work provides dynamic templates to showcase donor first names on billboards as contributions are received. Additionally, pop-up billboards will be strategically placed at key locations, including the Distillery Winter Village, Yonge & Eglinton Mall (RioCan), and Yonge & Sheppard Mall (RioCan). Expanding on the successful 2022 execution, the DOOH creative depicts individuals in need, accompanied by impactful lines like “Picture a Toronto where Mark has a home,” illustrating the transformative impact of Fred Victor’s support.

The Distillery Winter Village and RioCan locations will feature out-of-home (OOH) PopUp Billboards and a new experiential element, transforming the spaces into cozy holiday-themed living rooms. The walls will be adorned with empty frames symbolizing people experiencing homelessness during the holidays. Each frame will include a call to action and QR codes linking to the campaign, encouraging passersby to contribute to the cause.

“Our primary objective with this campaign is to continue the charitable momentum generated by last year’s successful event and amplify Fred Victor’s message to Picture a Toronto Where Everyone Has a Home,” said Deborah Hall, CEO and Co-Founder, DIVE Billboards.”Fred Victor is excited to embark on another year of partnership with DIVE Billboards,” said Keith Hambly CEO, Fred Victor. “The unique elements of the 2023 campaign, especially the new pop-up installations we are launching across Toronto, drive awareness and reach new communities and ultimately new donors who are crucial to meeting our fundraising goals and ensuring that Fred Victor is there for people who need us.

About DIVE Billboards:

DIVE Billboards curates and translates dynamic, data-driven creative and social UGC moments to billboards around the world, combining social and digital out of home (DOOH) strategies for ultimate engagement and discovery.

Their full-service offering produces brand safe social conversations for companies including the NBA, Netflix, Wendy’s, and Warner Media. Bridging the gap between mobile platforms and DOOH with cutting edge campaign technology and award-winning strategy, DIVE’s products include the multi award-winning Twitter Billboard, which pioneered bringing social conversation to IRL screens around the world utilizing social conversation, influencer marketing and data-driven advertising.

DIVE Billboards is known for creating award-winning industry-firsts, like launching the first-ever TikTok billboard. Based in Canada and co-founded by Deborah Hall and Michael Girgis, the team has received numerous industry accolades including being awarded Best International Award & Best Community Award by COMMB 2023 and Best Use of Real-Time Data in the Media Innovation Awards for its work with HBO Game of Thrones, as well as receiving recognition at Cannes Lions.

About Fred Victor:

Fred Victor is a social service charitable organization that fosters long-lasting and positive change in the lives of homeless and low-income people living across Toronto. Fred Victor has served communities in need in Toronto for 128 years and has grown from a single mission at Queen and Jarvis to a multi-service organization with 22 locations. In addition to affordable housing, transitional housing, and emergency shelters, Fred Victor provides a constellation of supports to help people secure and maintain a safe place to live.