Toronto looking at rebranding homeless services as part of shelter overhaul plan
TORONTO — Canada’s most populous city is considering changing the language used to describe services for the homeless as part of a broader overhaul of its shelter system.
But some critics say Toronto’s rebranding efforts may not do much to improve public perceptions of shelters and those who use them.
In April, Toronto’s politicians approved a plan to rethink the way its emergency shelters operate, and launched an effort to change public attitudes around adding shelters to communities.
Going forward, the city says, shelters will place a greater emphasis on helping people find permanent housing and connect to employment and health services.