Sad homeless man in depression in city street. (Image Credit: Wrangler/Dreamstime)

By Jesse Gill

Homelessness Education

The Mustard Seed launching public education and awareness campaign challenging homelessness misconceptions

Jan 30, 2026 | 9:13 AM

The Mustard Seed is launching a three-year public education and awareness campaign called “More Than You Think.”

The organization stated that it is designed to challenge common misconceptions about homelessness and deepen public understanding of the layered supports required to create lasting change. 

The campaign will invite the public to look beyond surface-level assumptions and recognize that homelessness is not simply about the absence of housing.

The group states that it is often caused by intersecting challenges such as trauma, job loss, health concerns, and social isolation.

Through long-form storytelling, community engagement, and donor education, the campaign looks to highlight how holistic, community-based support can lead to long-term stability. 

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The first phase of the campaign launched in late January through direct mail, digital, and email channels.

Additional phases will roll out over the next three years to continue building awareness, understanding, and community engagement.

The Mustard Seed’s Chief Development Officer, Philip Calvert, said that homelessness is far more complex than most people realize.

“This campaign is about education as much as it is about action,” Calvert said.

“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 coordinated care.”

A central message of the campaign underscores how even small acts of generosity contribute to meaningful change.

The group says that when pooled with others, modest donations help sustain essential services during critical periods of need. 

The campaign also emphasizes the importance of early-year support, when demand for shelter, meals, and support services remains high well beyond the winter months.  

The Mustard Seed is a Christian non-profit organization that has been caring for individuals experiencing homelessness and poverty since 1984.

The organization operates in multiple cities in Alberta, Saskatchewan and BC.

Additional information on the campaign can be found online at TheSeed.ca/More.