Invisible to most who pass them by, each person has a story about how they fell through society’s cracks and ended up homeless. Many times people walk right by them, acting as if they’re invisible, believing the false premise that the homeless have a choice in the matter or it’s all their fault.
This is OOH campaign utilizes digital billboards in high-density, urban areas — where homelessness permeates the most — to get people to look past their preconceived notions.
Help USA is a nonprofit organization whose mission is to help those who are homeless become and remain self-reliant.
side note: After spending time with individuals experiencing homelessness for this project, I uncovered my passion for doing purpose-driven, social good work that — as cheesy and cliche as it sounds — helps make the world a better, more equitable place.
ad: Caroline Moss
cw: Laura Walsh
agency: college spec campaign/SMU
Best Ad Campaign – DSVC National Student Show, April 2018
Judges Choice – DSVC National Student Show, April 2018
Best Copywriting – DSVC National Student Show, April 2018
Copywriting – Silver Addy, Dallas 2018
Ambient Media – Bronze Addy, Dallas 2018