Assignment: Increase awareness of the growing number of homeless and hungry in New York City, and encourage people to do something about it.
Our Approach: We decided to call attention to the suffering of the hungry and homeless in the environment it occurs—the street. We did this by turning bags of garbage into vehicles for creating awareness by illustrating a chalk-drawn face around them with a compelling message.
The Results: From the outdoor placement of the poster in October 2013 through March 2014, it utilized various channels within bus shelters and phone kiosks that created over 3,980,000 impressions.
As of December 2013, the new year saw the following substantial increases:
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.