Seattle's Union Gospel Mission

Lost Angels

100% increase in donations, generated by the installation.

SITUATION

STRATEGY

The Mission wanted to create awareness of the breadth of services that the Mission provides in serving Seattle's homeless.

Illustrate that the unsheltered are not statistical issues through disruption and juxtaposition.

CONSUMER MOTIVATOR

Sense of
human connection

CULTURAL LANDSCAPE

Normalization of homelessness in Seattle

BRAND
FORENSICS

Comprehensive understanding
of contributing factors

CAMPAIGN

Seattle’s Union Gospel Mission partnered with international photographer, Lee Jeffries.

Using mobile projection, the powerful images of Seattle’s homeless population were projected onto
the facades of buildings and landmarks around the city,
in an intervention art-centric installation that displayed
the sense of humanity in subjects who are often
invisible to residents.

RESULTS

1,000% increase in media coverage over the
other high-profile time periods with television,
print, digital, and radio features
100% increase in donations, generated by
the installation
80% of donations were made by new donors
Earned media yielded nearly 24MM impressions