The City Church Mission supports society's most vulnerable, from lending sports equipment to struggling families to combating elderly loneliness. While often recognized as a charity focused on the homeless and those battling addiction, their work extends far beyond that.

Each Christmas, they launch a major fundraising drive, which typically relies on familiar portrayals of addicts. However, with the economic downturn deepening, even more people found themselves in difficult circumstances this year.

We wanted our campaign to reflect this shift and showcase the charity's wide-ranging efforts. Inspired by the automatic response “I’m fine,” we created a campaign that peeled back the mask many wear, to show that hardship may hit closer to home than you'd think, be it your neighbour, a college or a close friend.