HOMELESSNESS REFRAMED
Role: Creative Partner
People ignore homelessness. But they don't ignore art.
So to shift perceptions of homelessness, we helped create Homelessness: Reframed, a powerful exhibition that brought to life the complexities of everything from sleep rough to sofa surfing. To drive people to the exhibition, we turned all the different forms of homelessness into art. Working with former homeless individuals, to created powerful scenes that captured their lived experiences.
A record 47,000 visited the exhibition and 19.4M took notice of the exhibition, nobody wants to see.
The campaign ran across OOH, social, and activation, driving record footfall to the exhibition, including Prince William himself. Even the giftshop was reframed, turning every purchase into a direct contribution toward ending homelessness.
