ADOT: Lights

Credits & Description:

Brand: Adot
Agency: Ogilvy & Mather
Description: With welfare cuts, a housing crisis and rising unemployment, the number of homeless in the United Kingdom keeps rising from previous years, to a staggering 93,000. Adot, a non-profit organization that helps the homeless, briefed us on raising awareness of the issue with the media and collecting donations at this critical period of the year from an increasingly complacent public.The insight explored was that although the number of homeless people is rising every year, the homeless population is fast becoming invisible on the streets, as if the more homeless live on the streets of the UK the less people notice them.