In Canada, the Salvation Army tried to open people's eyes to unseen poverty with a stunt that targeted househunters, putting out flyers promoting a real estate "open house."
From the outside the suburban home looked beautiful and well-kept but inside the charity, via Grey Canada, had turned it into an exhibition on Canadian poverty. The house was styled as though inhabited by a family living in poverty and was adorned with facts and figures such as the numbers of people who visit food banks, or rates of child illiteracy among families living below the poverty line. The reactions of the visitors were all filmed on hidden cameras. The tagline of the campaign is that "Poverty isn't always easy to see."
Online visitors can take a 360 degree virtual tour of the house at a special website, which leads to a donation page.
Setting up fake retail outlets or real estate to highlight serious causes is growing in popularity; recent campaigns have included States United Against Gun Violence's gun store stunt, while in New Zealand, domestic violence charity It's Not OK partnered with a home design magazine to showcase a house marred by violence.