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Guilt tactics that work in this campaign from the Salvation Army

Posted by Marc van Gurp | 10-10-2014 21:00 | Category: Homelessness, Poverty

Salvation Army: It’s Time to End Poverty in Canada.

“We’re too developed, too wealthy, and too kind-hearted a country to allow poverty to affect any of us.” This 2014 summer campaign from the Canadian Salvation Army is about guilt, and that is a tactic not so desirable in social advertising.
Yet it is quite popular on social networks and widely shared. Sometimes just the right chord is hit, and I think that’s the case here. It is a simple and recognizable equation.

The prints and video’s are part of the ongoing campaign ‘It’s Time to End Poverty in Canada’.

Salvation Army Canada

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Their cardboard story could be ours

Posted by Marc van Gurp | 9-09-2014 11:25 | Category: Homelessness

Rethink Homelessness: Their cardboard story could be ours.

Rethink Homelessness, an Orlando-based advocacy group, asked their homeless friends to write down a fact about themselves that other people wouldn’t know just by walking past them. The answers are confronting as it may be our story.
Many are surprised to learn that 80% of the Orlando homeless are families and children. Most of those families impacted were getting by just fine and one event led to their homelessness like a job loss or health situation.

Rethink Homelessness
Daily doGooder

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Learn to code to escape homelessness

Posted by Marc van Gurp | 2-08-2014 20:45 | Category: Education, Homelessness

Covenant House: Learn to code to escape homelessness.

Canada’s largest homeless youth agency Covenant House was in need of a poster to let youth know about a free course they could take to learn to code. The idea was to relate to their situation and present a way out using the very language of coding. Social marketer Deborah Caprara wants to breaks through the usual workshop flyers and job notices up on the walls of Covenant House and made this design.

Deborah: “It is important to learn a skill that will lead to getting off the streets and out of the hopelessness, and into a sustainable career and a brighter future.”

The pilot program is an initiative of Global Knowledge Canada and other corporate partners for Covenant House.

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Why are houses collapsing in Egypt?

Posted by Marc van Gurp | 21-06-2014 20:59 | Category: Government, Homelessness

Why are houses collapsing in Egypt?

EIPR, the Egyptian Initiative for Personal Rights, recently launched an interactive website egyptbuildingcollapses.org which visualises data and analysis gathered over the course of one year, July 2012 to June 2013, documenting 392 residential building collapses which resulted in 192 deaths and 824 families made homeless.

The preliminary findings have shown that in-spite of a battery of laws that regulate, in much detail, construction and building maintenance, the lax enforcement of these laws by government authorities has led to the periodic occurrence of disastrous collapses. These unchecked actions have been responsible for 52% of collapses, in addition to a staggering 90% of deaths and 65% of the families made homeless.

EIPR’s aim is to get both authorities and residents to take these building collapses more seriously, and work towards curbing such social and material loss.

It’s the power of data visualisation which make complex information accessible for many people. The Tactical Technology Collective made the visualisation for EIPR.
EIPR also make a blog with stories about individual accidents.

See the visualisation here.

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New: the Homelessfonts

Posted by Marc van Gurp | 11-06-2014 20:00 | Category: Design, Fundraising, Homelessness

Arrels Fundació: the Homelessfonts

This is quite brilliant idea based on the handwritten cardboards no one reads. The Spanish Arrels foundation, in partnership with the advertising agency The Cyranos McCann, presents Homelessfonts.org, the first website to let you buy fonts created by homeless people.

The idea is that individuals and companies can buy these different fonts through the Homelessfonts.org website and use them in different spheres, such as their social networks and corporate identity, whether for advertising, stationery or packaging, etc.
It makes a design more personal because there is a story behind it. In a way it makes homeless people visible in a unique way. And the handwriting of the homeless will finally be read.

At the website users can also find out about their creators’ stories and see the uses made of them. So far about ten homeless people have taken part in the scheme.

Arrels Fundació
Cyranos McCann

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Would you recognise your family if they were homeless?

Posted by Arbie Baguios | 29-04-2014 22:36 | Category: Homelessness

The New York City Rescue Mission – an organisation that provides support to people in crisis in New York City – has developed an emotive campaign that brings homelessness a little closer to, well, home.

In this compelling video produced by ad agency Silver + Partners and Smuggler for the Make Them Visible campaign, a social experiment tests whether a group of people would recognise their own family who were made to look and seem like homeless on the street.

For everyone that participated, the answer is: no – not even for the man who glanced at his “homeless” wife of 34 years.

The participants are then told what happened; all of them are shocked. “One person didn’t make it into the film because they couldn’t handle the fact that they walked by their family,” says video director Jun Diaz in an interview.

The tearful revelation is followed by the message, “Change how you see the homeless.” I think it’s high time we do – they are someone else’s family, after all.

New York City Rescue Mission
Silver + Partners

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Hen House for Rent. For Students.

Posted by Marc van Gurp | 26-03-2014 10:15 | Category: Homelessness

Gent: Kot te huur. Ghent: Hen House for Rent.

A campaign that is difficult to translate because spoken language is being used.
As the agency explains in English:
“For all the homedogs, lovebirds and tasty hens out there: students in Ghent deserve decent dorms with proper sanitation.”

It is a campaign for students in the city of Ghent, and the university in same city in Belgium. For those who are looking for a student room. Because finding a room is a problem every year.
The campaign is also an indictment against slum landlords. It is launched today.

City of Ghent
What’s in a name

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Don’t Let Their Stories End on The Streets

Posted by Tatjana Vukic | 18-03-2014 20:38 | Category: Homelessness

This is the proof that the street art can do good! The Campaign for Depaul UK made by Publicis, London breaks the thin line between good Advertising and Art. The street Artvertising, a graffiti-inspired campaign dedicated to helping the homeless, brings the message with true stories right to the street, right to the people.. Very powerful! (more after the pic)


Depaul UK

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Struggling Single Moms Take Over Celebrity News

Posted by Marc van Gurp | 16-01-2014 17:00 | Category: Fundraising, Homelessness, Poverty, Women's Issues

As a society we’re completely obsessed with celebrity culture, meanwhile, some single mothers struggle every day just to provide the basics for their children.
To raise awareness and support for WoodGreen Community Services’ “Homeward Bound” program, DDB Canada Toronto has launched a provocative campaign that prompts people to care about those living in poverty as much as they care about celebrities.

The program helps homeless or inadequately-housed single mothers earn a tuition-paid college diploma, start a career and achieve economic self-sufficiency.

Denise Rossetto, executive creative director at DDB Canada: “Our creative is a parody of popular celebrity media culture, but instead of celebrity-focused stories, it features hard-hitting headlines about struggling single mothers and the real hardships they face each day.  Learning about celebrities is fun, but we want people to recognize that there are many others who are in greater need of our attention and support.”


WoodGreen Community Services
DDB Canada

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Homeless captured with ‘other’ problems

Posted by Marc van Gurp | 6-01-2014 21:20 | Category: Homelessness

First World Problems Homeless

We’ve had enough debate on the term ‘First World Problems’. I will not do it again.
It is the title of this photo series from Evoke, a Dutch creative collective.

They did a photoshoot together with local homeless people, capturing them in situations that will hopefully evoke some thought.

More photo’s here.


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