Homelessness Meets Guerrilla Marketing

One of the greatest challenges homelessness advocates face is overcoming deep-set beliefs of the general public about the homeless population. Many people believe their community's homeless population is comprised only of the people they see on the streets - scruffy older men, mentally ill, substance abusers, etc. While this is certainly true of some homeless people, it is by no means representative of all who are unhoused.

So how does an organization serving a population falling outside of the stereotype, like homeless youth, suspend disbelief and overcome deep-set judgments?

With powerful, unexpected imagery.

With a homeless guerilla marketing campaign.

This is exactly what Youth Off The Streets, an organization in Sydney, Australia, has created. Realistic, life-size posters with images of homeless youth are plastered throughout the city, under bridges and overpasses, all with this message: "The longer (s)he's here the worse it'll get." The posters are printed on paper designed to fade more rapidly, to dramatically illustrate the effects of life on the streets.

That's powerful stuff. Tough to ignore.

According to the Sydney Morning Herald:

"If they're out there for more than a year it's very difficult to save them," the founder of Youth Off The Streets, Father Chris Riley, said.

"Most of the kids I met when I first started this in 1988 are now either dead or in jail.

"But if you can help a kid in the first month - get them off the street, get them away from the drugs - there's a real chance they'll make it."

The message is important, but the work of this organization is critical, life-saving even.

But why talk about marketing during a recession when homelessness is on the rise?

Well, marketing done well can generate donations, and donations keep the car running. Like safety-net services around the globe, Youth Off The Streets is feeling the squeeze of the declining global economy. Luckily, the campaign has generated a strong response from the community and sparked an increase in donations.

Given the strain homeless service organizations are feeling these days, from over-stretched staff, increased demand for services, and budget cuts, it seems unlikely that any uber-pricey or time-consuming marketing campaigns will materialize state-side in the near future (that is, unless some charitable businesses are willing to step up to the plate, as was the case in Sydney). But that doesn't mean we can't be creative.

So it's question time: Have any organizations out there used buzz-worthy marketing to relay a powerful message related to homelessness?

Whether it was a campaign designed to educate the public or raise money, we all want to hear about it. Write it in a comment below, or email me (with pictures, even!) at shannon@change.org. I'll add to this post as the good ideas come rollin' in.