POST THREE: Generating Awareness


Mapping the Participants

Initial Mapping of Stakeholders
IMG_1006.jpgMapping Human and Non-Human Stakeholders (blue = non-human, pink = human)


IMG_1008.jpgMapping Stakeholders from LEAST to MOST Powerful

Image Archive

“Everyone is just a bit numb to the [homeless]. We’ve become so hardened and so oblivious to their situation.” – Kathy Delaney, Saatchi & Saatchi Wellness

Screen Shot 2016-08-29 at 4.13.27 PM.png

Google images was my first port of call to get an idea of the typical homeless stock photo. A significant majority of images were photographs in black and white which immediately creating a sombre atmosphere, deep seriousness and sadness. A lot of the images also show the homeless asleep on the street underscoring the stereotype that this is the reality for all homeless people.

As I began to investigate further I found some powerful imagery directly related to projects dedicated to raising awareness for the homeless community.

Jennifer Blau and Angela Pelizzari

The exhibition ‘Acknowledged to Sydney’s Homeless’ showcased the emotionally charged photographs of Sydney’s homeless population shot dramatically in black and white. The photographs were taken to challenge the negative perceptions and depiction of the homeless – they were given the rare opportunity to direct the way people see them, notably, outside of the street atmosphere. In the simple act of taking a photograph they allowed their subjects to feel acknowledged.

Screen Shot 2016-08-25 at 1.02.17 PM.png
Justin Doering

The 50 Sandwiches Project, the brainchild of Justin Doering, is a cross country book project designed to provide the public with a rare peek into the lives of America’s homeless. This photograph shows the feet of an anonymous individual with an 18-year old daughter at Boise State. He hasn’t spoken to his daughter in sometime because he is so embarrassed to have found himself homeless after living a typical middle-class life.

Mikael Theimer

This project, inspired by Humans of New York was launched in Montreal and aimed at humanizing the homeless population who are often reduced to statistics and figures. Whilst this began as more of a documentation process, the more involved he got and the more time he took to begin to understand these individuals and their needs. In sharing their needs, the way they like their coffee he began to foster potential relationships. The image above shares the story of David and his dog Diamond; David nursed Diamond back to life and lost his apartment in vet bills. After telling his story, an Indiegogo campaign raised over $6000 in donations for David and Diamond. They are now living in an apartment, and David has a job at an auto body shop.

Screen Shot 2016-08-30 at 3.49.58 PM.png
Lee Jefferies

As seen in the projects above, Lee Jefferies has used photography to capture the portraits of people we pretend not to see. Shooting exclusively in black and white, each shot showcases so much raw character and depth that you find your eyes constantly returning to the eyes of the subject.­

Ian Todd

The Urban Type Experiment created by Ian Todd was born out of Chicago in July, 2014.  The project was inspired by his move to Chicago where he noticed an abundance of homeless people on the streets and a general lack of acknowledgement for these people. Working as an art director, Todd decided to use his skills in communication to give a voice to the visibly invisible, the homeless. Each week, he introduced himself to a different individual and then spent the week hand-lettering them a cardboard sign. The following week he would track down the homeless person to determine if there had been any changes throughout the week as a result of the new sign.

Fanny Allié

‘The Glowing Homeless’ by Fanny Allié uses neon lights to represent a homeless person sleeping on a bench in New York City. She has created a warm glow with neon tubes attracting the audience to observe the figure and hence reversing the normal reaction of avoidance.

Raising the Roof

This advertising campaign released by Raising the Roof in Canada follows the mentality that potential can be found in all things and people. As has been the trend in a lot of these images, there are many misconceptions and stereotypes surrounding homeless. Hence many of these campaigns are centred around the idea that we must not ignore the issue and instead foster understanding and empathy as a society.

Screen Shot 2016-08-30 at 3.22.22 PM.png
Raising the Roof

Another campaign released by the Canadian agency ‘Raising the Roof’ was a series of posters in places where one might find homeless people sleeping. Again, this project is designed to draw the audience’s attention to something we ignore.

Spring Advertising

In collaboration with RainCity Housing who provide housing and support services to the homeless in Vancouver, this awareness campaign came to fruition. Installing these modified park benches they were able to both create awareness and provide a temporary shelter for the homeless in desperate need. When the roof is up Rain City’s housing address is indicated along with the message ‘find a home here’.


Saatchi and Saatchi Wellness

This project was created by Saatchi & Saatchi Awareness for the New York City non-profit Crossroads Community Service to call attention to the everyday battles against hunger of a homeless person. In order to illustrate this, they turned everyday potholes, puddles and garbage in a vehicle for awareness by illustrating chalk-drawn faces around them.


{Image one} Acknowledged: Sydney’s Homeless – Di & Paul, 2013, photographed by Blau, J., Sydney Homeless Connect, viewed 11 August 2016 <>

{Image two} Anonymous – Boise, ID,2016, photographed by Doering, J., 50 Sandwiches Project, viewed 11 August 2016, <>

{Image three} David & Diamond, 2014, photographed by Theimer, M., Humans of the Street, viewed 11 August 2016, < >

{Image four} Tony, 2011, photographed by Jefferies, L. Lost Angels, viewed 11 August 2016, <>

{Image five} Ulysses, 2015, photographed by Todd, I. The Urban Type Project, viewed 12 August 2016, <>

{Image six} The Glowing Homeless, 2011, Fanny Allié, viewed 12 August 2016, <>

{Image seven} Campaign for Potential, 2012, by Leo Burnett, Canada, Raising the Roof, viewed 12 August 2016 <>

{Image eight} Look Down, 2011 by Leo Burnett, Canada, viewed 12 August <>

{Image nine} RainCity Housing: Bench, 1,2013, by Spring Advertising, viewed 12 August 2016 <>

{Image ten} Cross Roads Community Services, 2015, by Saatchi and Saatchi Wellness, viewed 12 August 2016 <>


%d bloggers like this: