To raise awareness for the Weingart Homeless Center, agency David & Goliath from Los Angeles took a non traditional approach that made people imagine themselves homeless if only for a moment. They photographed a dozen of the 70.000 people living on the streets of Los Angeles. They gave each of them a blank cardboard sign and had them write the same message: Before you turn away, put yourself in my place. Followed by the URL, weingart.org. Then they took those images, blew them up life-size, removed their faces and made them into photo-realistic cardboard cutouts. They placed the cutouts in upscale shopping centers in Bevery Hills and Santa Monica. Soon the homeless could not be ignored. This project not only raised awareness, but it ultimately raised funds according to David & Goliath.
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Posted by Sarah | 8-04-2009 09:47
This is an amazing campaign. Congrats to David & Goliath for these terrific ideas! They spurred a fantastic brainstorm for an advocacy campaign I was working on with my colleagues.
Posted by Erin | 8-04-2009 16:19
Excellent! But being myself a person who thinks poverty issues are solved with work instead of begging for money, maybe those cardboards can be a way to push the government to redesign and boost the laboral enviroment, installing the “cardboard homeless” as crazy in the concerned offices.
And putting them in the street helping the people to push the government even further.
It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio. We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
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