Canadian Redline: Turning Idle RVs into Wildfire Housing

A national housing idea born on the highway between Kenora and Edmonton.

As wildfires displace thousands of Canadians, new non-profit Canadian Redline is asking a simple question: why are hundreds of RVs sitting idle on lots while families sleep in arenas and gymnasiums? Founder Jack Dawson tapped Bob’s Your Uncle to help turn that question into a national movement – and a fleet of 300+ trailers for evacuees.

Coverage

Campaign – “Bob's Your Uncle partners with new non-profit to bring shelter to wildfire evacuees”
URL: https://www.campaigncanada.ca/article/bob-s-your-uncle-partners-with-new-non-profit-to-bring-shelter-to-wildfire-evacuees/4cx64qmebrrxgr8ccafs29g0m4

“Canadian Redline, founded by Jack Dawson… has appointed the Toronto-based agency to lead national awareness and funding efforts.”

“Dawson chose Bob’s Your Uncle… citing their transformative work with purpose-led organizations like Second Harvest. ‘Their “heroes to kings” philosophy resonated deeply,’ he said.”

“‘This is one of those rare opportunities where creativity can immediately serve humanity,’ [said] Bob Froese… ‘Canadian Redline is timely, urgently needed, and entirely feasible.’”

Strategy – “Canadian Redline looks to assemble RV fleet to support wildfire evacuees”
URL: https://strategyonline.ca/2025/08/06/canadian-redline-launch/

“The goal is to secure the use of 300-plus RVs and station fleets in wildfire hotspots around the country to serve evacuees.”

“Canadian Redline is currently in discussions with RV manufacturers, distributors and national retailers to secure donations for vehicles, parking space and operational support for the project.”

“The shop’s flagship Canadian Redline campaign will pair imagery of empty trailers with footage of smoke-filled skies and families in limbo before flipping the script…”

“The challenge? Avoiding the tropes of disaster relief and instead positioning Canadian Redline as a bold, optimistic, deeply Canadian solution.”

Why This Matters

Canadian Redline is Heroes to Kings in its purest form: a single founder with a simple, urgent idea – use idle RVs as rapid housing – elevated into a national, media-covered initiative.

For brand leaders, it shows how Bob’s Your Uncle:

• Moves fast in moments of real-world crisis.
• Combines storytelling, partnerships and fundraising into one coherent platform.
• Applies the same strategic thinking used for food & beverage brands to purpose-led ventures.