For this project we had the opportunity to create a creative brief pitch on Humanizing Homelessness. We got to present it to the City of San Jose who requested the briefs.
We had to create eight graphics, reformatted for each platform and language so 24 graphics total. The languages were English, Spanish, Chinese, and Vietnamese. The platforms were Instagram, X (Twitter), and Facebook.
Our main theme for our creatives was being a good neighbor. We wanted to emphasize that its important to remember that the homeless are our neighbors and are a part of our community. We asked ourselves what does it mean to be a good neighbor? With inspiration from Mr. Rogers and Sesame street we thought that a good neighbor is someone who shows empathy, love, and, kindness towards others. You can do that through physical connection. We wanted to show the physical connection by using hands reaching out, embracing, hand holding. These are some pictures we used as inspiration for our idea.
We started brainstorming different headline ideas such as reach out with empathy and everyone needs kindness. However, we landed on "Time to be a Good Neighbor," and "Reach out With Love." We also included the tag line "Be someone Your Neighbor can Depend on." Below are some mock ups of our first graphics put together. The City of san Jose gave us a doc with certain colors and fonts they wanted. We played around with some different color variations and headlines. We liked the line art style as well as a street art cartoon style.
We did a lot of research on homelessness in San Jose and wanted to include some of the statistics on our graphics. Some other research and statistics we gathered were:
-5 percent are unaccompanied youth under 25
-171,521 people in California are homeless
-43 out of 10,000 people are homeless in California
-More than 6,000 people are unhoused on any given day in San Jose
We got all of our facts from organization websites.
Below are our final graphics created. Some of them are altered in order to fit in the format of the social platform as well as in the language.
Below here is our full presentation
We had a two week deadline to finish this project which was pretty quick but I thought our team did really well on it. It was a great experience presenting in front of the City of San Jose board and having the opportunity to create this pitch for them. All though our group did not get chosen, I learned a lot and grew as an Advertising major student. I'm super proud of our group and all the hard work they put in.
