One Misfortune Away

Project
Create an ad campaign and website to educate people and to encourage empathy for homeless people.
Course
Advertising
Year
2011

Overview

During an Advertising course at the Art Center I had to create an ad campaign for an organization/cause of my choosing.

I chose 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. So many of us live paycheck to paycheck.

But I had to figure out how to spread a sense of empathy when most people look away when seeing the homeless.

Concept

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.

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.

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.