Main Street Project programs vary from providing basic food and shelter to crisis support and transitional housing. They work with a housing-first philosophy — people are able to move forward and make positive life choices if they are first housed.
Every night, an average of 85 people are given accommodation at Main Street Project’s emergency shelter, a 2,100 square foot space located in downtown Winnipeg. Those individuals spend the night on floor mattresses. They have access to just one shower, two wash sinks, and three toilets. Though Main Street doesn’t turn anyone away due to intoxication, they have to turn people away due to capacity.
We sent out a creative brief outlining the marketing challenge to a group of marketers and creatives from different industries who RSVPed.
Then, we gathered for afternoon drinks at one of our favourite neighbourhood spots, letting the tables establish small workgroups. As every good brainstorming session should, Brainstorm for Good also started with an ice breaker. After everyone settled in and familiarized themselves, we let Main Street Project introduce the challenge and any parameters. Everyone had an hour to brainstorm concepts, campaign ideas, and any marketing tactics that might address the need.
When the 60 minutes were up, we gave each team 5 minutes to present their ideas to the rest of the group. At the end of each pitch, there was an opportunity for questions and suggestions. During this time, we encouraged guests to take notes on any takeaways they could apply to their own organizations.