The Home for Good Campaign

Campaign Development and Support

Chronic homelessness remains a prevailing and urgent concern in Guelph and Wellington County. Every day and night, as many as 270 members of our community may be experiencing homelessness, with those numbers increasing.

The Letter M was selected to lead branding and communications to support a capital fundraising campaign to raise $5 Million to help fund three Permanent Supportive Housing (PSH) projects that will reduce homelessness in our community. PSH is an evidenced-based and cost-effective solution for people who are chronically homeless.

The Home for Good Campaign was launched in May 2022 and, in addition to raising funds, set a goal to raise awareness and understanding of the homelessness crisis to reduce NIMBYism and stigma faced by unhoused individuals. Word spread fast and the easy-to-remember campaign name and messaging was frequently mentioned everywhere from Mayor’s addresses to high school classrooms.

By focusing on creating accessible graphics and materials and a grassroots communications approach, the campaign is reaching into the far corners of the community and generated positive reception – and funds – from diverse groups including small businesses, churches, teams and community events.


The Letter M’s work on The Home for Good Campaign has been critical to the campaign’s success. Their team was adaptable and responsive to our changing and sometimes urgent timelines and their strategic advice as the campaign evolved was invaluable. Home for Good has become a well-known local brand thanks to their expertise and vision.

Glenna Banda, Executive Director
United Way Guelph Wellington Dufferin

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