11/09/2012 03:59 EST | Updated 01/07/2013 05:12 EST

Hope Mission Initiative: What do you Hope for?


I've never been so strapped for cash that I couldn't afford to feed myself or my family.

That is a blessing for which I'm very grateful. This is not the case for a few thousand of our friends in Edmonton.

For these men, women, and children, a place like Hope Mission is something they rely on for food, and often shelter (ask for a tour of the basement, aka the "snake pit").

The marketing heads at DDB have come up with a plan to raise awareness and meals for these families and individuals that is as simple as posting a photo.

Visit the Share Hope site, upload a photo that signifies hope to you, and a meal will be donated by their corporate partner. Pretty cool deal, I'd say.