Bellefaire JCB is a Cleveland-based youth services program. They desired to develop and execute a compelling campaign to raise awareness of youth homelessness.
With a shoestring budget, guerilla tactics were used – life-sized dummies wearing sweatshirts with shock-inducing slogans were placed all over the city, resulting in extensive media coverage. A viral video was created using GoPro cameras to capture the public’s reaction to the mannequins that were placed all over Cleveland. This campaign won a National Gold ADDY 2015, a District Gold ADDY 2015, and Best in Show ADDY 2015-Cleveland. The viral video has gained much attention and currently has over 8.4 million views. Upworthy Take a Closer Look
Sweatshirt art, Creative Direction