Public Awareness Campaign
As a new resident of Toronto, I was struck by an everyday contradiction. People experiencing homelessness made themselves highly visible, while everyone else seemed to look past them. I wanted to interrupt that pattern by borrowing one of the city's most authoritative visual languages, the street sign.
The project involved installing official-looking signs throughout Toronto that challenged passersby to confront an issue that had become easy to ignore. By mimicking familiar municipal signage, the intervention briefly disrupted people's expectations and encouraged them to reconsider their relationship with homelessness and public space.
Installed overnight in locations across the city, the project quickly attracted widespread media attention. Newspapers, magazines, television, radio, and early blogs covered the campaign, turning it into a viral story long before social media became commonplace.
Recognition
The project received widespread media coverage, including television news, newspapers, magazines, radio, and online publications, becoming one of Toronto's earliest examples of a viral public art intervention.
The project received widespread media coverage, including television news, newspapers, magazines, radio, and online publications, becoming one of Toronto's earliest examples of a viral public art intervention.
