In the early months of the pandemic social media became a place for everyone to connect and share the ways they were keeping busy while staying at home. On Instagram, the ‘Stay Home’ sticker became synonymous with stories of people doing puzzles, watching Netflix, and spending time with family.

As people grew frustrated with having to stay at home, we provided some perspective by changing the world’s most popular Instagram sticker to instead read ‘No Home’ and accompanied it with powerful images showing what quarantine looks like for less fortunate people.

The campaign started with Instagram story ads, disrupting people’s feeds, while looking almost as though they were just another ‘Stay Home’ story. But as stay-at-home restrictions slowly started to be lifted, we brought this popular social media sticker to life through visually impactful out-of-home installations around the city.