Roncesvalles, A small town in Toronto raised support for local businesses by offering a bleak view into what the future might hold. 


The local Roncesvalles Village Business Improvement Area (BIA) launched the NOT FOR LEASE campaign, to encourage the support of small and locally owned businesses in the Roncesvalles neighbourhood throughout the holiday season.

Due to the second lockdown forcing non-essential businesses to close again, it’s become even more important that community members choose to shop locally instead of turning to their cheaper, global alternative, Amazon.

The programme was launched by placing NOT FOR LEASE signs across 50 store windows spanning several blocks along Roncesvalles Avenue. From the outside, it looked as if all these stores had been closed for good. Upon closer inspection, however, the message was one of support, requesting help from their local community.

The campaign was created and developed by Toronto agency The Local Collective, which was given the objective of creating a campaign for the Roncesvalles community to shop locally and support their neighbourhood stores, benefiting the community as a whole.

“Now more than ever, small businesses are going up against big massive companies like Amazon. Small businesses are the lifeblood of our neighbourhoods in Toronto and of our country. It’s up to all of us to support what we have locally, when and if we can,” said Kaitlin Doherty, The Local Collective, founder and managing director.

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