This “Street Fare” ad aimed to capture bystanders’ attention by dramatizing the place they often divert their eyes to in uncomfortable situations: the pavement. And at the same time, present an inviting way to create awareness and encourage action.

Instead of overwhelming pedestrians with stark realism, we wanted to engage them by taking a slightly more abstract and tactile approach.

We illustrated a chalk drawn face with a mouth drawn around garbage. Then added a compelling message. Thus demonstrating that the street experience is different for the hungry and homeless in our cities. The trash bin is their kitchen. The pavement is their dining table. The garbage is their food.

From its inception in October 2013 through March 2014, this ad as part of a campaign produced the following results:

15,923,166 media impressions created
63% increase in the number of individual donations
25% increase in the amount of individual donations
17% increase in grants awarded
20% increase in volunteer applicants
25% increase in groceries provided

In total, we served 156,824 meals to those in need at Crossroads Community during this period.