People Don’t Like to Look at Unpleasant Things:

Our insight was uncovered using simple observational techniques. We noticed whenever people come across a disturbing sight that makes them feel uncomfortable and powerless, they do whatever they can to block the offenses from their line of vision, which usually involves looking down at their feet.

When they are outside, this means they are looking down at the street. We used this behavioral insight to strategically guide us as to how and where to capture people’s attention and wake them up from their complacency.

Drawing Attention to the Hungry and Homeless With Street Art: We realized the paved roads themselves could connect people walking on the street with those living on it.

Our Medium Was Chalk. Our Canvas Was the Street:

We illustrated faces with mouths as garbage, potholes, and other debris, demonstrating the unsanitary conditions for the homeless isn’t only unpleasant—it’s thought provoking.

Plus, the grittiness of the street art engaged our target far greater than real-life photos ever could. Our illustrations drew attention to the problem and drew people in.

From NYC Streets to Global Footprint:

• First drawings translated into bus shelter and phone kiosk posters running from 2014 through early 2015

• Events held invited adults and children to draw, then photograph and post images on social media

• Chalk kits sent out, facilitated drawings to appear in Los Angeles, Philadelphia, London, Milan, and Sydney

Illustrating the Suffering of the Hungry and Homeless Helped Produce Significant Results:

Output/Awareness:

From 2014 through 2015, the campaign utilized various media channels that created the following impressions:

NYC Bus Shelters & Phone Kiosks: 15,923,166

Action/Business Impact:

As of December 2014, we saw the following substantial increases:

63% increase in the number of individual donations

25% increase in the amount of individual donations

17% increase in grants awarded

20% increase in volunteer applicants

50% increase in groceries provided

In total, we served 156,824 meals to those in need at Crossroads Community.

Making the Invisible, Visible:

Sometimes, just thinking about the hardships of those living on the street can be overwhelming. Their ever-presence creates a feeling of resignation, so it’s often easier to look away and move on.

But it doesn’t have to be that way. This campaign attempts to awaken all urban dwellers to the needs of the hungry and homeless.

It then encourages them to volunteer, or give donations to Crossroads Community, a New York–based organization providing meals and groceries to those in need, and committed to helping New Yorkers overcome the obstacles of poverty.