Over 100 different gifs to raise awareness regarding the terrible loop in which homeless people live in and to ask for help.

The creative idea is based on the fact that living on the street is living in a continuous loop of despair. In that sense, ARRELS FOUNDATION invites you to collaborate in breaking that loop by sharing, making a donation or signing up as a volunteer.

When you share it, the loop is unblocked and the GIF has an ending which enables you to act and join the cause.

The GIFs were launched on the internet in February 2016.

Over 100 GIFs swamped the net.

In the first days of the campaign the GIFs were shared over 200,000 times on social networks such as FB, Twitter, Google Plus, Instagram, etc.

15,000€ were raised, which equated to over 200 nights in hostels and 400 meals.

The campaign was picked up by the main media outlets and generated PR for the action and brand.

And what we find most important, requests to become volunteers increased by 300% with regards to the previous month.

Over 100 different gifs to raise awareness regarding the terrible loop in which homeless people live in and to ask for help.

The creative idea is based on the fact that living on the street is living in a continuous loop of despair. In that sense, ARRELS FOUNDATION invites you to collaborate in breaking that loop by sharing, making a donation or signing up as a volunteer.

When you share it, the loop is unblocked and the GIF has an ending which enables you to act and join the cause.

Nowadays, GIFs are the stars of internet. A format which consists in the constant repetition of a same situation.

In 2015, Giphy reached 150 million unique users a month, it is valued at 300 million and has deals with over 200 brands.

And according to Twitter, over 100 million GIFs have been shared this year.

GIFs are used for everything. To express feelings, moods, to flirt, to share an incredible slam dunk, a shot or a dance move from a music video.

In the context of this macro global tendency, the strategic consideration was: Can they be used to raise awareness? Can this format be used to reach a younger target that can help on many occasions despite not having the economic resources to do so?

Yes.

The pieces allow us to escape our routines which avoid us from being aware of the problem that homelessness represents and thereby help them from escaping their own loop.

With a very limited budget, the client asked for a creative idea that would serve to achieve a double objective: to raise awareness regarding the cause of homelessness with a piece which also serves to attract volunteers and donations for the cause.

Besides, the initial situation is that there is a great deal of competition in the field of social aid and if a piece that people want to see and share isn’t created then there is a risk that it could form a part of the background.