Monette T. Punzalan

One Misfortune Away

Created an ad campaign for the National Alliance to End Homelessness. While doing research on homelessness on their site, I was struck by how easily an unexpected medical problem, job loss, death in the family, etc. can push you out of your home. The campaign had to spread a sense of empathy when most people look away when seeing the homeless.
My Role
Personal Project
Jun 2011
Advertising Campaign


To make people put themselves in the shoes of a homeless person, I created life-size cardboard cutouts of homeless people with mirrors for faces so when people would pass by they would literally see themselves. The signs that the homeless people carry directs people to the website for more information on where and how to help.

Guerilla ad 1
Guerilla Ad 1: mirrored image enforces the idea that viewer could become homeless and encourages empathy.
Guerilla Ad 2
Guerilla Ad 2: The sign directs people to the website for more information on where and how to help.
Guerilla Ad 3
Guerilla Ad 3: the life-size cardboard cutout of a homeless person has a mirror for the face so when people pass by they see themselves.

Initial Website Mockup

This initial mockup of the site made the cause look environmental because of all of the natural colors. So I ended up going in another direction, but the layout was a better choice than my final one.
Original mockup for
Original mockup for

Final Website Mockups

The let the images of the cutout guerrilla ads take over my website mockups. They did not allow much room for the actual information. I had a flash based version in my mind instead of a responsive one. Also, the multiple navigation menus on the side and along the top would be confusing to users.
Website: personal stories
Website: personal stories detailing easy slide into homelessness
Website: donation page
Website: donation page