A social media campaign initiated by the City of San Jose
The Brief: Create a social media campaign that humanizes the homelessness situation and promotes the City of San Jose's homelessness response team's resources.
Our Insights:
The foundation of every good campaign is research
So we started by asking questions centered around our target audience. We outlined questions about community demographics, the homeless population and common misconceptions, and previous homelessness campaigns. From this we started a concentrated research sprint based on those major questions.
Resources we looked at included previous homelessness campaigns, the official City of San Jose website, and projects that focused on the "individual" such as Humans of New York.
Referencing these sources while generating our big idea helped us to determine which elements we wanted to emphasize and the message we wanted to convey in our campaign.
our Big Idea:
DIVERSE JOURNEYS, SHARED HUMANITY
We came up with multiple big idea headlines, and through our selection process we kept our criteria in mind. We needed a headline that
1)Humanizes the homelessness situation
2)Focuses on individual stories rather than delegate them to statistics
3)Reflects the importance of human empathy through community
4) Targets both populations that would like to receive help and give help
Research:
Making informed decisions
As we developed our ideas and built our designs, we went back and forth between our references and research. A big focus of our research was to inform ourselves about the specific homelessness situation in San Jose.
This included reading Santa Clara County's most recent Homelessness Report.
We gained insights about causes of homelessness, why some might refuse homelessness services, and the availability of resources being provided.
FINISHED WORKS
OUR SLIDE DECK