“Let’s change the narrative”
Attitude | OOH | Video | Philanthropy
Heading Home Speculative Campaign
2nd Place, 2023 KISI Case Competition

Background
As a member of a case team working with the Kelley Institute for Social Impact, our group was tasked with helping our partner, Heading Home. Heading Home is a homelessness relief and education organization based in southcentral Indiana. As my team’s creative lead, I developed the IMC efforts.

Objective
Challenge stigmas surrounding those facing homelessness and educate residents in
greater Monroe County regarding the resources that exist to fight homelessness.

Insight
Our researcher’s conversations with civic leaders and activists suggested that all of the anti-human sentiments
against homelessness center around one concept: seeing people as the problem itself, rather than victims of the problem.

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Heading Home of South Central Indiana (Homelessness relief organization)
SOLUTIONS
Thirty (30) second unskippable Hulu spot

Execution
This was a language problem and it needed a language solution. So, in my messaging, I took the word "problem" and replaced it with "Solution.” Followed by a call-to-action tagline, our audiences are directed via QR code to a webpage improvement we proposed in which they can find a comprehensive list of homelessness relief volunteer opportunities.

We felt the best place to communicate this particular message was via Bloomington Transit (BT) outdoor, targeted Hulu streaming, and recommendations for a community-designed mural. We picked these media due to their accessibility to many socioeconomic groups, particularly our targets of young adult residents and IU students.

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