Repicturing Homeless
Award: Wood Pencil
Wood Pencil / PR / Creative B2B Campaign / 2019
To shift negative public perceptions of the homeless and raise donations in a meaningful way, Getty Images partnered with fiftyfifty (a street magazine sold by the homeless), and worked with their homeless vendors as stock photo models. In the photos, the homeless were portrayed as common people in the most in-demand life and work scenarios on Getty Images. All photo profits go to fiftyfifty to house the homeless.The project has generated over € 155 million reach and over € 1.4 million earned media. More photographers and NGOs worldwide are joining us, turning the project a global movem.
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