In collaboration with Dans la rue, a non-profit organization dedicated to helping homeless and at-risk youth, LG2 partnered with influencers who agreed to change their mailing address in order to redirect the free winter clothes they received from brands to the non-profit’s door step.
The influencer campaign, “Change of Address,” is anchored by a 60-second video on Instagram, in which content creators including Louis Blouin, Alex Beaulieu-Marchand, Emmanuelle-Salambo Deguara and Karel Cadoret inform viewers that they have temporarily changed their addresses in order to support Dans la rue. They conclude by appealing for the general public and other influencers to follow suit.
The translated caption reads: "Influencers receive winter clothing for free, when homeless youth need it. The clothes the influencers were to receive were delivered to the organization Dans la rue so that homeless youth can spend winter in warmth. Influencer marketing hijacked for a good cause."
The initiative is designed to raise awareness of Dans la rue's growing needs and of the state of youth homelessness.The organization has seen a significant increase in the number of people using its services over the past year, with 18,200 visits to the day centre (an increase of 44%), 22,325 visits to the van (an increase of 20%), 1,690 referrals for mental and physical health support (an increase of 62%), and 1,125 referrals for housing (an increase of 60%).
“We are grateful to LG2 and the content creators for this innovative initiative in support of Dans la rue. It demonstrates once again the generosity and solidarity of the population towards young people living on the Streets,” said Myrlande Myrand, Dans la rue’s assistant director, prevention, intervention and clinical programs, in a release. “Thanks to this collaboration, we will be able to provide young people with warm clothing, an essential need at this time of year, thus contributing to their well-being and dignity.”
Within 24 hours of launching, the original post on Dans la rue’s Instagram garnered 118K organic views, over 2,600 likes and 700 shares, and twenty additional influencers volunteered to join the initiative.
