PARIS, FRANCE — Legacy giving, while impactful, remains one of the least understood forms of philanthropy. Though 80% of people over 50 consider their estate planning, only 9% envision leaving a gift in their will to a charitable organization. To change this perception, the Foundation for Housing, in partnership with creative agency Rosa Paris, has launched “The Move-In,“ a campaign designed to shed light on how a single act of generosity can transform lives.
At the heart of the campaign is a cinematic short film directed by Vincent René Lortie and produced by Henry, with cinematography by Balthazar Lab. The narrative follows a family rediscovering stability and dignity after moving into a home made possible by a donor’s legacy gift. More than a dramatization, the film underscores the profound role housing plays in enabling work, safety, social bonds, and the restoration of hope.
“The Move-In” employs a striking storytelling approach, encouraging viewers to watch until the very end, where the transformative impact of legacy giving is revealed. With its emotive lens, the campaign demonstrates how giving a roof is not just shelter—it is the first step toward rebuilding lives.
Launched in early August, the campaign spans television, video-on-demand, cinema, and the Foundation’s digital and social platforms, with complementary print executions. It will run until mid-September, aiming to foster both awareness and action around planned giving.
Since its inception, the Foundation for Housing has been committed to fighting inadequate housing and promoting dignified living conditions. Through direct initiatives, partnerships, and advocacy, it continues to provide support to those most in need while encouraging the public to take part in sustainable solutions.
Rosa Paris, the creative agency behind the campaign, is known for producing emotionally resonant and socially relevant work that reflects the values of its partners. Together with the Foundation, the agency delivers a message of generosity that transcends traditional philanthropy, inviting individuals to make a lasting difference in the lives of others.
