As part of their end of year giving campaign, this TV spot for Guiding Light highlighted their mission and the positive impact they have on men in our community.

This spot juxtaposes top city statistics with the harsh reality during the height of homelessness in Grand Rapids surrounding the holiday season and pandemic.

This commercial gained a lot of momentum for Guiding Light, but also resulted in calls and action from the City of Grand Rapids, prompting them to open a new shelter near the most populated homeless camp in city. The TV spot and larger campaign were also picked up by local press (https://www.woodtv.com/news/grand-rapids/ad-campaign-hopes-to-help-gr-homeless-population/) and by the end of Q4 2020, Guiding Light had reactivated 1,200 lapsed donors, garnished 2,800 new donations, and fundraised their total annual budget only 6 months into their fiscal year.