The homelessness charity Raising The Roof alarmed residents of a wealthy Toronto neighbourhood when it posted a sign on a vacant building announcing a new homeless shelter.
But the whole thing was a hoax, meant to get people talking about the problem of homelessness and how to combat it.
Raising The Roof, which had left a contact number for the fake homeless shelter, recorded some of the reactions it got and released them in a video for the campaign.
Leaside is one of Toronto's richest areas, according to a 2011 neighbourhood profile by the city (PDF).
Raising The Roof eventually revealed the truth: There was no Jefferson Homeless Shelter, and there shouldn't be.
Watch the Raising The Roof video for the Jefferson Homeless Shelter:
Ishmael N. Daro is a reporter for BuzzFeed News and is based in Toronto. PGP fingerprint: 5A1D 9099 3497 DA4B
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