An advert created to promote awareness of the homeless by showing a clip of people walking along a high street ignoring a small figurine of a homeless person.

Facing the dual challenge of increasing needs and falling donations, Urban Ministries of Durham needed a message that would stop people in their tracks and get them thinking about the issue of homelessness in the area. This OOH installation was placed in an area where passersby often encounter homeless people, only to avert their eyes or otherwise ignore their presence. The small scale of the installation intrigued people to come close. And when they did, the messaging challenged them to rethink the way we treat homeless people and invited them to support Urban Ministries’ mission of providing food, shelter and a future.