How can you read the intro to a joke and not keep reading? You can't. That was the idea behind my "joke" campaign. It was designed to get people engaged with the message before they even realized it. I wanted to draw people in, get them thinking and awaken their compassion.
The Coalition for the Homeless needed a brand identity and an awareness campaign. Along with the branding, I also created a budget-friendly guerrilla awareness campaign which volunteers put up periodically in different neighborhoods. It proved to be successful based on the positive feedback and increased donations and volunteers.
(Project designed while working
at Stewart & Associates)