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.
In the PSA you can see how people react to the figures. Some pass right by. Others take a closer look and get the message.
It’s not quite as engaging or as hard hitting as the homeless awareness campaign which had people pass by their loved ones who were dressed as if they were homeless but the effort, none the less, is a worthy one and the approach rather unique.
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