Shepherds of Good Hope

For over 40 years, Shepherds of Good Hope has been helping people in Ottawa who experience homelessness through supportive housing facilities, a soup kitchen, an evening drop-in centre and specialized shelter programs. In 2021, a sharp increase in the rate of homelessness galvanized the non-profit to create a new fundraising campaign. To support those in need and make more Ottawans aware of their services, Shepherds of Good Hope needed a meaningful case for support that would bring more donors into the fold.

Spruce worked closely with Shepherds of Good Hope to develop the Change the Frame website around video testimonials from the organization’s service users. The multimedia project shared new stories and learnings over four weeks in early 2022 to challenge misconceptions and change perceptions of homelessness. With a responsive design grounded in human connection and accessible, clear information, the website helps Ottawa residents and businesses recognize that homelessness is an experience, not an identity. This awareness and fundraising campaign continues to drive conversations about homelessness and stigma, and to spur the community to donate to Shepherds of Good Hope and support their neighbours.