What we did.

Experience trumps information. The experience is not how you feel during, it’s how you feel afterwards.

One in ten Canadians live below the poverty line. The United Way wanted to demonstrate how difficult that can be. Unless you’ve lived in poverty, it’s a hard concept to grasp. We know there are those who live below the poverty line, but what does that mean and what is the impact?

The campaign, appropriately titled “Make a Month”, challenged Canadians to live a month below the poverty line. At the centre of the campaign was the Park-built website makethemonth.ca, which utilized gamification to allow users to experience what it’s like to live for a month below the poverty line.