Light The Way Home
Television Commercial
Project Type: Television Commercial
Runtime: 30 Minutes
Status: Complete
Muster Point Productions joined forces with the Calgary Drop-In Centre (the DI) to produce a poignant television and digital campaign called “Light the Way Home.” This initiative, aimed at boosting donations and awareness for those experiencing homelessness, highlights the enduring impact of the DI in supporting Calgary’s most vulnerable community members.
Airing on CTV, Global, and CBC, the spot narrates the uplifting story of a young woman whose life on the streets takes a hopeful turn through the comprehensive support at the Calgary Drop-In Centre, including food, shelter, health and recovery supports, all leading her towards a safe home and renewed hope.
Directed by Mykola Pelikhov, who was recently forced to leave Ukraine due to the war, and produced by Holly Dupej, known for her work on Painkiller: Inside The Opioid Crisis, the team is intimately aware of the challenges faced by many at the Drop-In Centre.
Karen Meades, Director of Strategic Communications for the Calgary Drop-In Centre, emphasizes the community's role in this effort. “It takes a community to build a community. This project beautifully reflects our motto at a time when Calgarians are demonstrating immense generosity and resilience.”
Karen added, highlighting the spirit of cooperation that drove this project.
“This collaboration showcases the power of unity and creativity in tackling significant social challenges,”