The magazine cover so shockingly honest that nobody would ever actually buy it.

“What if we cared about those in poverty as much as we cared about celebrities?”

That is the question being asked in a brilliant new Canadian social services campaign, which aims to get homeless and poor single mothers into education and career programs.

Woodgreen Community Services in Toronto enlisted the help of advertising company DDB to create the campaign, that includes posters and a genius television ad running on local stations.

Take a look:

Here’s the 50-second ad:

The women featured in the ads are all actual people Woodgreen are helping at the moment, and have all been interviewed on the site. Take a look here. In the mean time, you can see the rest of the posters:

Really makes you rethink that gossip rag purchase, huh?