Imagine if magazines like People and Us have very different headlines from things like "Kim Kardashian Caught Having Dinner With Who?" to real world stories of the world's problems. What would that look like?

DDB Canada’s executive creative director Denise Rossetto had been reading the paper one morning when she spotted an article about a unique, Toronto-based program aimed at lifting women out of poverty.

Rossetto brought the idea back to her agency and her creative team agreed to take it on and they produced this. It is definitely a startling image of what we're used to seeing with lives of celebrities.