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
AWARDS
