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The “Street Fare” advertising campaign aimed to capture bystanders’ attention by dramatizing the place they often divert their eyes in uncomfortable situations: the pavement. At the same time, we wanted to 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 chalk drawn faces with mouths drawn around garbage and potholes. Then added compelling messages. 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, the campaign produced the following results:
15,923,166 media impressions created63% increase in the number of individual donations25% increase in the amount of individual donations17% increase in grants awarded20% increase in volunteer applicants25% increase in groceries provided
In total, we served 156,824 meals to those in need at Crossroads Community during this period.