Our agency was challenged by the New York City Rescue Mission to raise awareness of the worldwide homelessness problem. We developed Underheard in New York with the objectives of first helping members of the marginalized homeless population speak for themselves and then, inspiring the world to listen.
We identified four homeless men and set them up with Twitter accounts and prepaid phones with unlimited text messaging service. We asked them to tweet about their life experiences by sending text messages to Twitter, broadcasting their stories to the world.
Case: cannes lions