Homeless Teen, 1

Agency Network: 
November 2008

Every night in Milwaukee, some 400 teens are homeless and looking for a place to sleep. Unfortunately there are only a scant 16 emergency shelter beds in the city that are available for teens. To help shine a light on this issue, Serve launched a provocative guerilla advertising campaign around the city of Milwaukee in November. The campaign created a stir in the city when images of sleeping homeless teens began popping up on billboards, bus shelters and taxi cab toppers. It got even more coverage when stickers of homeless teens began appearing on the streets in front of busy stores, movie theaters, coffee shops, restaurants, government buildings and even the Bradley Center. The stickers were so lifelike and attention-getting, even the police were compelled to stop and investigate.

Needless to say, the campaign was a huge success, generating millions of media impressions for Pathfinders, which operates one of the two teen homeless shelters in Milwaukee. Because of the increased awareness, the organization has already seen a 37% increase in new donors and hopes to inspire greater funding and support in 2009.

Retoucher-Jim McDonald

Outdoor advertisment created by Serve Marketing, United States for Pathfinders, within the category: Public Interest, NGO.

Advertising Agency: Serve Marketing, Milwaukee, WI, USA
Creative Director: Gary Mueller
Art Director: Laure Arthur
Copywriters: Gary Mueller, Morgan Kuchnia-Hanson
Photographer: Jeff Salzer
AE: Heather Aldrich and Sarah Salzer

Comments (6)

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hagemony's picture
Activity Score 335

very impressive...thumbs

LeeHarvey's picture
Activity Score 3045

Nice campaign, but the ones on the street are far better than using a billboard or a cab.

Juan Cabral's picture
Juan Cabral
Activity Score 709

Booring and done.

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

epoc.mak's picture
Activity Score 90

photoshop please

Rattan Makkar

Guest's picture

hmmmm... seems they are wearing nice clothes, and look at their shoes man....