Mustard Seed hopes to dispel misconceptions about homelessness through ‘More Than You Think’ campaign

By medicinehatnews on January 31, 2026.

The Mustard Seed is launching a new campaign which aims to combat common misconceptions about homelessness.

The campaign invites Canadians to look beyond surface-level assumptions and recognize homelessness is not simply about the absence of housing, but often caused by intersecting challenges such as trauma, job loss, health concerns and social isolation.

It plans to, over the course of three years, use long-form storytelling, community engagement and donor education to demonstrate how community support can create stability.

The campaign, dubbed “More Than You Think,” launches in late January across direct mail, digital and email channels.

“Homelessness is far more complex than most people realize,” said Mustard Seed chief development officer Philip Calvert. “This campaign is about education as much as it is about action. Over the next three years, we’re inviting Canadians to better understand the realities people face and how long-term solutions are built through compassion, community and co-ordinated care.”

It will also highlight how small donations, when groups together by organizations, can create a big impact, stressing that, “Your $1.34 coffee can go further than you think.”

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