CLEMENGER BBDO SYDNEY / SYDNEY HOMELESS / 2018
Overview
Credits
CampaignDescription
Before the tents could be removed and the protest forgotten about, we got there first. Using Google's 360 cameras and maps we rebuilt Tent City to live on Google Street View, a place that can never be shutdown. Today the tents are gone, but now the protest lives on.
Street Life View let's you experience the streets like homeless people do. You can hear their stories first-hand, experience how they are living, and find out what you can do to help. It's a place where you don't just explore the streets, you experience what it's like to live on them.
Execution
Tent City occupied Martin Place for 3 weeks. Within that timeframe we came up with, produced and executed the idea, ready to launch as soon as was going to be removed by police.
When that happened, we placed proximity billboards in and around Martin Place. We also supported it with banners and social posts appearing whenever there was a news story about Tent City. All this collateral, directing people to Tent City's new home on their smartphone.
Outcome
At the time of publication, all 367 residents of Tent City had been placed into secure accommodation. Six months later the total number of people sleeping rough on Sydney's streets had reduced by 25%. The website got over 12,000 hits resulting in over $55,000 of donations and over 280 people wrote a letter to their MP.
Strategy
Judging from the political sentiment at the time, we knew it wouldn't be long before Tent City was shut down by the government. So, we wanted to find a way to not only keep the issue in the spotlight, but help people understand what it's all about.
Most people find talking to homeless people confronting, Street Life View allows you to hear stories of the homeless and find out what you can do to help them - all from your smartphone. It's the first time in Australia the homeless had been given a voice, that not only lasts, but that people will actually stop and listen to when they walk past.
Synopsis
In August 2017, hundreds of homeless people set up a 'Tent City' in the heart of Sydney's CBD, Martin Place. Tired of the government ignoring their need for basic human rights, they were protesting the complete lack of affordable housing. Tent City suddenly made an invisible problem real.
But within a month, it was dismantled by the State Government and its occupants were dispersed. Martin Place reverted back to a financial district in the CBD. Once again, the problem "went away."
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