To raise awareness for the Weingart Homeless Center, LA-based creative agency David&Goliath took a non-traditional approach that made people imagine themselves homeless if only for a moment. They photographed a dozen of the 70,000 people living on the streets of the Los Angeles. They gave each of them a blank cardboard sign and had them write the same message: âBefore you turn away, put yourself in my placeâ followed by the URL, weingart.org. Then they took those images, blew them up life-size, removed their faces and made them into photo-realistic cardboard cutouts. They placed the cutouts in upscale shopping centers in Beverly Hills and Santa Monica. Soon, the homeless could not be ignored. This project not only raised awareness, but it ultimately raised funds.
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