The Denver Rescue Mission is in need of $12.5 million to support the needs of 10,000 homeless people who seek shelter each night in the city. To call attention to the need, the Mission asked Cultivator Advertising & Design to develop a campaign. The agency came up with an interesting outdoor and transit campaign which composed the word “Homeless” from photos the agency took of 143 Denver area homeless.
Over time, the campaign, which will launch February 29 and appear on 29 billboards and 20 transit stops, will slowly have the “less” portion of the word “homeless” removed until only the word “home” remains. Hopefully, the reality of Denver’s homeless will head in that direction too.
The boards will point to GiversNeeded.org which will explain the plight of Denver’s homeless and ask those who have homes to help those who are without.
