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New social media campaign raises awareness for Canada’s homeless youth

Last Updated Nov 10, 2017 at 7:27 pm EDT


Matte Black is an unlikely hero who can now add a United Nations partnership to his resume.  

His new billboard and social media campaign “Time for Change” to help at-risk youth is launching next week and has caught the attention of the world body.

Black was forced to live on the streets at age 15 and stayed there for almost a decade before being given a second chance. It’s something he is now using to help disadvantaged youth — He created Heroes In Black to help homeless youth after he got off the street.

“They say after two years on the streets, you are 90 per cent more likely to accept living like that for the rest of your life,” said Black. “Luckily I was discovered by someone who believed in me gave me a chance.”

“I personally had given up and thought the only outcome for me was suicide. On the night I planned to take my life, I was discovered that night and given an apartment and recording studio to use 24/7.”

Black said he hopes the campaign raises more than funds for a dream project that would include health and lifestyle facilities for those in need.

Black said Heroes In Black has helped hundreds of youth find jobs, shelter, hope and dignity. One of those people is Cecilia. She was homeless for eight years and is now aspiring to be a singer.