Rendering for good:
#UNIGNORABLE tower
Toronto, with its beautiful skyline, is a prosperous and thriving city. However, the hidden truth is that the city — and the entire Greater Toronto Area — is the poverty capital of Canada, with 1 in 7 residents currently struggling.In collaboration with TAXI and United Way, Norm Li visualized The #UNIGNORABLE Tower. Illustrated to house the 116,000+ individuals affected by poverty and housing affordability issues, the tower — if it were real — would be the world’s tallest building.
In collaboration with TAXI and United Way, Norm Li visualized The #UNIGNORABLE Tower. Illustrated to house the 116,000+ individuals affected by poverty and housing affordability issues, the tower — if it were real — would be the world’s tallest building.
The renderings served as the campaign’s key visuals throughout various touchpoints which included digital, print and experiential. Ultimately, the campaign was a call for donations to help United Way fight poverty in the Toronto area.
“As someone who has benefited greatly from the real estate wave that’s swept over Toronto the last two decades, it was really important to me that our team give back and support this great cause.” – Norm Li
Statistics—particularly big numbers—can be difficult for people to wrap their heads around. Many people don’t know that there are more people experiencing poverty in the GTA than anywhere else in Canada. Our challenge was to make everyone aware of the size of the issue, so they can help us tackle it. The #UNIGNORABLE Tower puts one manifestation of poverty in our region— the number of people struggling to put a roof over your head—in perspective. The Tower isn’t real but we needed to bring it to life visually in a way that is arresting and beautiful but also disruptive and disturbing. That was exactly what Norm Li was able to do for the campaign. Their work made the Tower truly #UNIGNORABLE.
Daniele Zanotti
President & CEO, United Way Greater Toronto