Making Veteran Homelessness Impossible to Ignore

Veterans are three times more likely to experience homelessness than other Canadians. Yet discomfort and political pushback often stall efforts to provide the housing they need. In Uniform set out to change that.

Veterans’ House Canada partnered with Brandish to launch In Uniform, a public awareness campaign that asked Edmontonians a powerful question: Are we respecting the uniform more than the person who wore it?

At the centre of the campaign was a single, striking installation: a military uniform encased in glass, displayed across Edmonton. Beneath it, a line that stopped people in their tracks: “Someone who wore this uniform slept here last night.”

While awareness of veteran homelessness exists, action is often limited. The campaign aimed to close that gap by replacing apathy with empathy and giving Edmontonians a tangible way to help. A QR code on the case led to more information and donations for The Edmonton Project, a 40-unit supportive housing development opening in 2026.

Designed to meet people where they were, both physically and emotionally, the display moved between community parks, public spaces, and areas where houselessness is visible. Its presence was quiet but powerful.

The real impact came from public reaction. Hundreds stopped. Some cried. Others shared stories. One week later, a video capturing these real-time responses was released online, spreading the message far beyond the street. Many commented on the video and photos, sharing support or deeply personal connections to veterans and homelessness. It became clear this was more than a local issue.

Though most Edmontonians support veterans, the campaign had to navigate resistance to supportive housing. The creative strategy reframed the issue by exposing the contradiction between how we honour military service and how we treat veterans after it ends. By putting the focus back on the individual, In Uniform helped shift the conversation from debate to compassion to action.