Innovative Street Art Experience Highlights Los Angeles’ Homeless Epidemic and Raises Funds for Homeless Center
The Weingart Center has partnered with the Creative Agency David&Goliath to produce the “Change Your Perspective” awareness campaign that integrates viral videos, mobile technology, and guerrilla marketing.
In 2009, David&Goliath approached the Weingart Center and offered their services pro-bono. To help break the cycle of homelessness, David&Goliath began production on a video series that highlighted the homeless population on Skid Row. Entitled “The Weingart Project,” the series of videos challenges both passersby and online viewers to change their perspective when met with homeless individuals on the street. Each video is tagged out with the same call-to-action, and viewers of the video are shown instructions how to easily donate $10 through the newly implemented mobile donation campaign.
The first video, “Chalk,” illustrates possibilities and hope for the future. Spectators watch as an impoverished man goes from living by his shopping cart to sitting at his kitchen table. A woman is suddenly transported from the cold, unforgiving concrete to the warmth and comfort of her own bed. The campaign illustrates homelessness and sheds light on the immediacy for help. The plight of living on Skid Row may be obvious, but many chose to ignore the men and woman that are staring back at them.
The Weingart Center’s mission is to empower and transform lives by delivering innovative solutions to combat poverty and break the cycle of homelessness.
In 2011, the Weingart Center provided residential services to 2,700 clients, while providing 20,000 clients with services ranging from job training, job placement, substance abuse treatment, and mental health services. Last year alone, 644 clients found long-term employment. 409 clients found permanent housing.
“The Weingart Center seeks to move people from homelessness to independence,” announces Sen. Kevin Murray (ret.), Weingart Center CEO. “We are more than just a meal and cot — we have successfully transformed these men and women into self-sufficient adults.”
About our Mobile Donation Campaign
Text “HomelessLA” to 20222 to donate $10 to the Weingart Center.
Mobile giving is a popular and easy way for activists and curious alike to donate to their favorite cause. To send a mobile donation to the Weingart Center, cell phone users can send a new text message with the keyword “HomelessLA” to our custom shortcode, 20222. After one sends the text, a $10 credit will be added to the monthly bill.
David&Goliath is a full-service independent creative agency located in Los Angeles. They take on Goliath marketing challenges through a media-agnostic approach, and pride themselves on developing innovative solutions. In an industry that is evolving rapidly, conventional thinking is not enough. David&Goliath is armed with the knowledge, resources and firepower needed to build and protect brands in this ever-changing media landscape.
David&Goliath has produced commercials for Bacardi, California Lottery, Kia Motors, Mammoth Ski Resort, Monte Carlo Hotel & Casino, The Art Institutes and Universal Studios Hollywood, among many others.
David&Goliath has worked on pro bono projects for the Weingart Center since 2009.
You can visit David&Goliath online to see more of their work at http://www.dng.com/.