Osocio NL

Mobile Homeless as Tamagotchi

Posted by Marc van Gurp | 11-05-2010 22:10 | Category: Homelessness

Depaul UK: iHobo, iPhone app

In partnership with Publicis London, homeless charity Depaul UK has launched an iPhone app called iHobo to raise awareness of youth homelessness and reach out to a new younger audience.
The app downloads a young homeless person on to your phone and asks the user to support the young person over the course of three days. Depaul UK hopes to raise awareness of the issue of youth homelessness and question the labels and assumptions that are so often placed upon young people experiencing homelessness.

Unfortunately the iHobo app is only available in the UK app store. Therefore I couldn’t try it myself. In some comments on the web the app is compared with the famous Tamagotchi. A homeless person as a virtual pet is grotesque.
What do you think about iHobo, is it a great idea or bad taste?

Paul Marriott, Chief Executive from Depaul UK: “Homeless young people are often stereotyped and looked down upon. When they sleep rough, they are highly vulnerable and face very real risks. But they are just like any other young person and, with the right support, they can be back on their feet and fulfil their undoubted potential. By creating this app we aim to dispel negative stereotypes of young homeless people and raise awareness of the reasons that young people become homeless and the emotions that they feel. We wanted to create an app that would stand out and make people pay attention, and make people think about how they can make a difference.”

Tom Ewart and Adam Kean, joint executive creative directors, Publicis London: “We wanted to reach that elusive generation of young, affluent donors, who tend to exist in a world defined by their mobiles. It’s been a complicated process getting live interactive footage onto an app, but doing something that’s never been done before was never going to be easy.”

Depaul UK: iHobo, iPhone app

Depaul UK: iHobo, iPhone app

Depaul UK: iHobo, iPhone app

Depaul UK
Publicis London


Comments about Mobile Homeless as Tamagotchi

There’s quite a ‘debate’ going on over at Civil Society here: http://bit.ly/9plSzL (you have to login or register to view)

Posted by reuben Turner | 13-05-2010 06:07

Comments about Mobile Homeless as Tamagotchi


-Ad Agency delhi india,Advertising Agency-


Posted by Eminenz-Advertising | 13-05-2010 07:50

Comments about Mobile Homeless as Tamagotchi

Thank you
This article is very informative <a > Online Advertising Agency</a>

Posted by Online Advertising Agency | 13-12-2012 11:24

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest &amp; Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)