Many Canadians don’t believe homelessness can be solved. Many are pessimistic, so the challenge for Raising the Roof and Leo Burnett was to get them to see the organization’s fundraising toques not as ordinary hats, but as symbols of homelessness prevention. So the team designed new packaging for the toques. Four different transparent wrappers were overlaid with graphics that demonstrated how donations contribute to preventing homelessness. The wrappers depicted a shower, a meal, education and even a home – the things that their donations contribute to.