Dartmouth Shelter Society – Frank Mackay House
Dartmouth's first overnight emergency shelter to ensure no person is left outside or hungry, the needs of the most vulnerable in our community are our priority.

Ask yourself where would you go if you don't have a home

While the goal was to build an inventory of resources for the citizens of Dartmouth, the Frank Mackay House supported families and individuals who are not in active addiction.

A “clean safe space” supported those who were succeeding in recovery but faced challenges with housing and finding employment. The space was appropriate for families and children in crisis and individuals fleeing violence.

Dartmouth Shelter Society – Frank Mackay House

Challenge

Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
When there is no roof, when there is no walls, no food, There's a place for you
Dartmouth Haiku

With no municipal, provincial, or federal government funding contributed, the Frank Mackay House was an 100% community driven effort. A strong requirement of constant attention to the shelter. Critical to its operation, volunteer influx, food and clothing donation, and financial donations were driven through word of mouth and online.

Solution

A brightly coloured identity was created based on the distinctive shape and windows of the location of the shelter at SonLife Church. Driven through social media and crowdfunding communication a marketing plan was organized and implemented. Grass route initiatives like neighborhood postering and public events served to keep the shelter in mind for both those who supported it and those who required it’s use.

The Frank Mackay House was unique to Dartmouth and was full to capacity nearly every night in its operation. A few numbers to put things into perspective. In the year the shelter was open, the shelter served over 6000 meals, cleaned close to 3000 loads of laundry, and was a safe sober space to sleep for 275 individuals, averaging 12 people per night.

Dartmouth Shelter Society – Frank Mackay House
  • Creative direction and campaign identity
  • Established a social media plan and content creation
  • Print collateral
  • Poster and newspaper ADs
  • Email/Newsletter templates and broadcasting strategy
  • Website content management
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Dartmouth Shelter Society – Frank Mackay House
Thank you Frank. I'm just stoked to do this with a person who is into the whole concept .. it's just a better vibe and I think people feeling the designs as they come out ... I think it rubs off.
Warren Wesson
Dartmouth Shelter Society – Frank Mackay House
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Frank Orlando

A senior communications professional with three decades of client experience. An instructor at Nova Scotia College of Art and Design University and lecturer of communication design, technology and illustration. Principal of Orlando Media Company, a creative practice providing strategic direction, creative vision, and human focused branding.