Take A Closer Look

Practitioner: 

Date: 

Apr 30 2014

Location: 

Cleveland, OH

Bellefaire JCB, an organization that provides care, education, and advocacy to better the emotional, physical and intellectual well-being of children, young adults and families has launched Take A Closer Look, a campaign which aims to raise public awareness about the issues surrounding homeless and missing youth and educate communities on how they can help.

Created by Doner, the guerrilla campaign featured faceless figures, basically mannequins, which were placed across Greater Cleveland. Each of these figures are wearing a sweatshirt that shares the reason behind their homelessness, bringing awareness to the various issues.

For example, one of the sweatshirt headlines reads, “My dad kicked me out because I’m gay,” while others read, “I’m missing and my parents don’t care” and “My mom’s boyfriend hurts me.”

A floor sticker accompanies each figure providing additional information about the issue and how the passerby can help. The campaign also features television and radio PSAs, as well as social media and print executions.

(from original article by Steve Hall/Marketingland.com)

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