The CEO of Sudbury-based social marketing agency SocialRise Inc. says a controversial video he posted aims to raise awareness about homelessness and promote a fundraising event, but it has sparked strong debate among advocates working with vulnerable populations. Connor LaRocque released a 13-minute video showing him distributing winter clothing, hand warmers, and cash to people living on the streets while asking for their names and personal stories. He said the goal was to amplify marginalized voices and question why the city can spend more than $200 million on a new downtown arena while homelessness persists, especially during harsh northern winters.
LaRocque said all participants gave verbal consent and that care was taken to ensure dignity, with some faces blurred. However, critics argue that consent from people in crisis cannot account for long-term consequences. Melissa MacMillan, a Sudbury advocate who spent years struggling with addiction, said filming people at their lowest points can be exploitative and potentially harmful to future recovery, family reunification, or child custody efforts.
Despite the backlash, LaRocque refuses to remove the video, believing it can spark collaboration and change. His fundraiser, Every Voice Matters, aims to bring together community members, politicians, and service providers. Denise Sandul of Sudbury Outreach Support, a beneficiary of the event, supports the intent of highlighting lived experiences, while emphasizing the ethical risks of filming people who may be impaired.
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