Homeless billboard
The Massachusetts Coalition for the Homeless wanted to try something a little different, which of course was a natural fit for us. Their goal was to raise funds so they could be better able to serve the homeless in this state. We looked at a wide range of campaigns for non-profit groups seeking donations, and none of them really made us feel anything. There are so many charities vying for attention, how can you really strike a chord with people?
That’s why we created a concept that literally put viewers in the shoes of the homeless – outside, in the cold. The headline on an outdoor billboard grabbed the attention of people and made them think. They saw the headline, looked around, and for perhaps the first time in their lives they felt what it must be like to have no place to live. Donations soared after this campaign started to run across the state. Our favorite story about the campaign as a letter written by a tourist from Maine who was visiting Boston for the day. He saw the ad on the subway (the T as we say here) and he was so moved he missed his stop. He enclosed a check for the Coalition with his letter.