“More Than You Think”: The Mustard Seed

The Mustard Seed Launches Three-Year Educational Campaign on the Complex Realities of Homelessness 

The Mustard Seed in Red Deer, Alberta is launching More Than You Think, a three-year public education and awareness campaign designed to challenge common misconceptions about homelessness and deepen public understanding of the layered supports required to create lasting change. The campaign invites Canadians to look beyond surface-level assumptions and recognize that homelessness is not simply about the absence of housing – 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 highlights how holistic, community-based support leads to long-term stability. 

The first phase of More Than You Think launched in late January 2026 across direct mail, digital, and email channels, with additional phases rolling out over the next three years to continue building awareness, understanding, and community engagement.  

“Homelessness is far more complex than most people realize,” said Philip Calvert, Chief Development Officer at The Mustard Seed. “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 coordinated care.” 

A central message of the campaign underscores how even small acts of generosity contribute to meaningful change: “Your $1.34 coffee can go further than you think.” 
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.  

About The Mustard Seed:  

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 – Calgary, Edmonton, Red Deer, Medicine Hat, and Grande Prairie in Alberta, Kamloops in British Columbia, and Saskatoon in Saskatchewan. All locations offer a different range of programs and services to serve our most vulnerable community members. TheSeed.ca