Bellefaire JCB is among the nation’s largest child welfare agencies and needed the people of Cleveland to become aware of the true causes of youth homelessness.

As the centerpiece of the campaign, we built a brick-and-mortar pop-up store called “2nd Look” at an upscale suburban shopping mall. Sales associates introduced unsuspecting shoppers to “live” mannequins portraying homeless teens.

Hidden cameras captured their reactions as they interacted with the haunting displays and learned about the true struggles facing homeless kids.

The campaign helped to dispel myths around youth homelessness and brought awareness to how Bellefaire JCB serves this vulnerable population.