Homelessness Awareness Campaign

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HOMELESSNESS AWARENESS CAMPAIGN

Original Campaign Poster

SCOPE

Social Responsibility, Concept Development, Print Design, Photography

CHALLENGE

To use appropriate, but creative imagery that represents an aspect of homelessness, and promotes awareness at the same time.

PROCESS AND INSIGHT

Homelessness is often misunderstood. Many people think that homelessness is not as complicated as it looks and that something as simple as giving them money, will make the problem go away forever. This however, is not the case. Homelessness is in actuality complex in many different ways.

The maze portrays it’s complexity. People often overlook the details and stories behind why a person became homeless or is trying to get out of homelessness, which causes the maze to be complicated. The silhouette of the homeless person is surrounded by the maze, which shows how overwhelming homelessness can be for the individual. The maze also symbolizes how the person who is homeless struggles to “get out of” their homeless situation, and how dead ends and misleading openings can lead to the difficulties of falling back on bad habits and feelings of loneliness. The entire maze is also similar in shape to a fingerprint, which symbolizes that each individual homeless person has their own set of struggles and circumstances.

Concept Thumbnail Sketches

SOLUTION

Implementing the concept of the complex maze and individual’s fingerprint into a consistent campaign with the use of a bold color and related photography. The campaign uses applications like street signage and social media to reach out to more people.