Homeless Social Awareness campaign

PROJECT 2Designing to Help Others Speak

AMANDA KERNTHE ROLE OF GRAPHIC DESIGN IN SOCIAL AWARENESS

PROFESSOR WILLIAM CONRAD MAY 25, 2010]

TABLE OF CONTENTSPROJECT OBJECTIVES ...................................................3DESIGN BRIEF .......................................................... 4-14RESEARCH.............................................................. 15-17IMAGERY................................................................ 18-23POTENTIAL ADVERTISING VEHICLES ..........................24ROUGHS & BRAINSTORMING .....................................25TYPOGRAPHY & COLOR ...............................................26NEW STAND/BILLBOARD ADS .............................. 27-31TRANSIT ADS......................................................... 32-34FINAL THOUGHTS ........................................................35

AMANDA KERN | PROJECT 2 | THE ROLE OF GRAPHIC DESIGN IN SOCIAL AWARENESS | PROFESSOR WILLIAM CONRAD | MAY 25, 2010

[

PROJECT 2 OBJECTIVESObjectiveFor this project, you will develop a design construct for an existing non-profit organization of your choosing. As with Design Project 1, your final presentation should reflect a substantial design output. In the case of this project, however, the medium, the tenor, and the specific subject matter should serve to benefit the organization for which you are designing.

Design BriefDue at the end of Unit 4 in PDF format. The design brief should include the following components: •introduction •researchmethodology •targetaudience •geographicscope(regional,national,etc) •adescriptionofthestrategy •objectivesthatdefinedyourdesigndecisions.Although word count is not an accurate factor in determining your brief’s degree of thoroughness, 1,000 words is a reasonable estimate.

Research ComponentYou should begin this part of the project as soon as possible. The non-profit organization you choose to produce work for should be notified in the first few weeks of the course, and by Unit 5 all but the most specific design issues should be determined. The objective is to create design work that the organization could actually use. A first meeting/conversation should take place within the first three weeks of class, and correspondence should continue as often as necessary. Investigating production, paper choice and printing costs should also be addressed. Please keep minutes of each meeting, and keep these minutes in your project binder for reference. It is extremely important to keep notes of each

meeting. If you would like to record your meetings, get advanced approval from your contact.

As with Design Project 1, your topic must be thoroughly researched before you begin any serious design work. Subject matter that focuses on divisive issues must include research on the opposing viewpoint as well as the viewpoint to which you adhere. You must fully understand the scope of the issue before you can hope toaddressitinaninformedfashion.Researchshouldalsoincludeexamples(invisualandwrittenform)ofpastdesignworkdoneforthesamecause.Downloadvisuals as you run across them, and save URLs in a file for future reference. This research should be compiled neatly in a project binder for your own reference.

Other areas of process include written brainstorming, thumbnail sketches, and computer developed roughs. Word association brainstorming with a pen and paper is an excellent way to discover unique solutions. Once you have completed your research, write down any key words from your research, and begin writing other words that are in any way associated. Such an exercise may help facilitate your creative explorations. Thumbnails should show evidence of extensive exploration.

Design ComponentYour final solutions can be in any format, provided the format is appropriate to the subject matter. If print work is a component of the project, the work should be comped in a professional manner. There will most likely be budget restrictions in this project since many non-profits have very low operating budgets. You must take this into account, but you must also prove that your adherence to these possible restrictions does not curb your creative output. You do not need a big budget to be creative! The objective is to communicate the desired message to the desired target audience in as effective a fashion as possible.


DESIGN BRIEFIntroductionFor this project I have elected to work with the Coalition for the Homeless of Central Florida. After working with them last December with the Help-Portrait photography project I have felt more compelled to help those in need. I have learned that the homeless population is diverse and seems to be growing since the economic decline in recent years. Through my work I hope to create awareness about homelessness and also help cause action that will get others to want to help those in need.

ResearchI began by researching through the Coalition for the Homeless of Central Florida web site to learn more about the organization. In doing so I learned the following information about the organization:

•foundedin1987 •largestproviderofhomelessservicesincentralFlorida •helps600peopledailybyprovidingshelterandsupport •providesservicestonearly200childrenw/theaverageageof6. •Anestimated300,000mealsareservedannually •thegoalsistopromoteself-sufficiencythroughcounselling,job

training, and educational programs. •operatestwocampuses •abigkeytosuccessisthroughvolunteersanddonations •Anestimated300,000mealsareservedannually •thegoalsistopromoteself-sufficiencythroughcounselling,job

training, and educational programs.


Coalition for the Homeless of Central Floridahttp://www.centralfloridahomeless.org/

DESIGN BRIEFAdditional ResearchI researched the homeless extensively across the coalition for the homeless of central Florida web site but I also found the national and NY web site useful in finding relevant information that could be helpful as I approach the project.

•USATodayestimated1.6millionpeopletousetransitionalsheltersor emergency shelters. 1/3 are members of households with children.

•3.5millionpeople,1.35millionofthemchildren,arelikelytoexperience homelessness in a given year (NationalLawCenteronHomelessnessandPoverty,2007)

•1%oftheU.S.populationexperiencinghomelessnesseachyear,38%(October)to39%(February)ofthembeingchildren(UrbanInstitute2000)

•nationally30%ofrequestsbyhomelesspeopleand38%ofrequestsby homeless families went unmet in 2002.

•nationally41%ofhomelesspopulationaresinglemen,41%arefamilieswithchildren,13%aresinglewomen,and5%areunaccompanied minors.

•nationally23%areconsideredmentallyill,32%aresubstanceabusers,22%areemployed,and10%areveterans

•In2003,childrenundertheageof18accountedfor39%ofthehomelesspopulation;42%ofthesechildrenwereundertheageoffive(NationalLawCenteronHomelessnessandPoverty,2004)


Coalition for the Homeless (national)http://www.nationalhomeless.org/

Coalition for the Homeless (NY) http://www.coalitionforthehomeless.org/

DESIGN BRIEFLearning more about the homelessThe definition of homelessness has changed and the Coalition for the Homeless has used the definition outlined within the Stewart B. McKinney Homeless Assistance Actof1987:

Theterm“homeless”or“homelessindividualorhomelessperson”includes:(1)anindividualwholacksafixed,regular,andadequatenighttimeresidence;and(2)anindividualwhohasaprimarynighttimeresidencethatis(a)asupervisedpubliclyor privately operated shelter designed to provide temporary living accommodations (includingwelfarehotels,congregateshelters,andtransitionalhousingforthementallyill);(b)aninstitutionthatprovideatemporaryresidentforindividualsintendedtobeinstitutionalized;or(c)apublicorprivateplacenotdesignedfor,orordinarily used as, a regular sleeping accommodations for human beings.

Vision of the Coalition for the HomelessTo pursue the prevention of homelessness, to ensure appropriate homeless services are made reasonably available to each resident of Orlando, and to be provided in a cooperative and collaborative spirit.

Mission of the Coalition for the HomelessTo foster an environment where homelessness is minimized and to provide appropriate services to return people to self-sufficiency.


© 2010 Photography copyright LJ

DESIGN BRIEFAdditional StatisticsI found this additional information useful:

•Onagivennight,anestimated672,000peopleexperiencehomelessness. This means 22 out of every 10,000 people are homeless in America.

•42%ofthose672,000areunsheltered(meaningtheyliveonthestreetsorinotherformsofshelternotmeantforhumanhabitation),while58%are living in shelters or transitional housing.

•37%ofthehomelessarepeopleinfamilyunits,while63%areindividual adults.

•Themostcommonmakeupofahomelessfamilyisamotherwithoneor two children. This certainly goes against the image of homelessness most perceive; we’ve noticed that people typically picture the homeless as a single male standing on the street corner, not a single mom with kids in tow.

•Thosemeetingthefederaldefinitionforchronichomelessnessmakeupjust18%oftheentirehomelesspopulation.

•8outof10homelesspersonsareinurbanormostlyurbanareas.



DESIGN BRIEFMyths about the homelessI found it compelling to learn about myths about the homeless found on the Coalition for the homeless’ blog.

1. They are all men. For many, the word “homeless” conjures up images of scraggly men standing on street corners holding cardboard signs. Today, that image is simply not reality: the face of homelessness is changing. In fact, the fastest growing segments of the homeless population are women and families with children.

2. They are all lazy. A sad reality facing many homeless individuals and families is that even if they work, their income cannot sustain them. As a matter of fact, the majority of Coalition clients are working or actively looking for work, and yet remainhomeless.InOrlando,serviceindustryemploymentaccountsfor40%ofjobs, with resulting wages of $8 per hour with limited benefits. The average rent for a two-bedroom apartment in Orlando requires an hourly wage of nearly $18.00 (accordingtoourmostrecentstatistics)–makingitalmostimpossibleforacouple to afford, even with both working 40 hours per week at $8 per hour.

3. Homelessness is a single issue. Many believe that the homeless “just need to get a job” to fix their situation. If only addressing the needs of the homeless was this easy! Instead, the many serious contributors to homelessness make obtaining and keeping employment difficult for many homeless men and women. Contributors to homelessness can include low wages, lack of affordable rental housing,joblossorunderemployment(meaningworkhourswerecutorsomeonewasforcedtoacceptajoblowerthantheirearningpotential),domesticviolence,substance abuse, and mental health issues.



DESIGN BRIEFMyths about the homeless (continued)4. They are all from someplace else. Eighty-three percent of the homeless individualsinterviewedforthe2009PointInTimeCount(conductedbytheHomelessServicesNetworkofCentralFlorida)hadlivedintheareaforoneyearor longer, showing that many started out as typical Central Florida residents. The Coalitionservednearly4,200individualsand490familieslastyear,themajorityof whom were living in the Central Florida area when they became homeless.

5. Build it and they will come. Constructing a new facility does not “attract” new homeless people to an area. They are already here in Central Florida, as proven bythe2009PointInTimeCount’sestimationthatnearly10,000peoplewouldexperience homelessness in our region over the course of one year. Providing services responds to a need that already exists.

6. Ignore the problem and it will go away.The number of homeless families with childrenincreaseddramaticallylastyear,accordingtothe2009PointIn TimeCount.Attheendofthe2008-2009schoolyear,4,206homelesschildrenhadattended schools in the Central Florida region, compared with 2,700 the year before.

7. Homelessness will be eliminated by adopting a 10 year plan. The Central Florida Commission on Homelessness has made strides by adopting their ten year plan to end homelessness in our area, but creating a vision for service infrastructure will not automatically eliminate homelessness. A ten year plan only puts into place the infrastructure to deliver services to homeless people. It does not end homelessness.



DESIGN BRIEFMyths about the homeless (continued)8 . Services provided are a hand-out.–Manyhomelessindividualsneeda

hand up, not a hand-out. By providing job training, educational opportunities, mental health counseling, and life skills like budgeting and savings, the Coalition is working to ensure that services provide the tools clients need for self-sufficiency.

9.It is a lifestyle choice.Inthe2009PointInTimeCount,84%ofthoseinterviewed listed issues such as employment, housing, disabilities, family problems, forced relocation, natural disasters, and recent immigration as the cause of their current state of homelessness. These individuals did not choose to be homeless and are trying desperately to return to self-sufficiency.

10. It will never happen to me. Homelessness can happen to anyone.



DESIGN BRIEFFacts about homeless childrenThere are more homeless children than most realize. I found the following information regarding homeless children to be moving.

•49,886childrenareestimatedtobehomelessinFlorida.20,952kids under six are homeless. 23,404 kids K-8 are homeless. 5,530 kidsgrade9-12arehomeless.

•1.5MILLION=thenumberofchildreninAmericawhogotosleepwithout a home each year

•1in50=anAmericanchild’schancesofexperiencinghomelessness in their lifetime

•1in29childreninFloridadonotknowwheretheywillgettheirnext meal.

•Homelesschildrenaretwiceaslikelyasotherchildrentorepeata grade in school, to be expelled or suspended, or to drop out of high school. At the end of high school, few homeless students are proficientinreadingandmath–andtheirestimatedgraduationrateisbelow25%.

•Floridatoranks43rdoutofthe50statesinchildhomelessness(with50beingtheworst)



DESIGN BRIEFStategy, Objectives & Target AudienceI had the opportunity to speak with Director of Communications and Community Relations for the Coalition for the Homeless of Central Florida, Muffet Robinson and we were able to establish a list design needs. Many needs are evolving or longer term. The primary audience of the below listed collateral would be those who would potentially volunteer or donate to the organization. Often times these print collateral are provided at presentations or events where help could be solicited. Though there is not an immediate need to redesign the print collateral it was a consideration to redesign something existing for potential future use.

•Aquarterlynewsletterisdesignedfortheorganization.Themost recent one has been designed and printed for this quarter. Though newletters could be designed for future quarters content is not prepared to create future newsletters. A new and improved newsletter could be presented for potential use for future use.

•Flyersandbrochures.Bothareusedtotopromoteprogramsandsolicit volunteers and donations.

•AnnualReport.TheAnnualreportisnotslatedtobecreateduntil the fall and data is not available. Potentially it could be redesigned with last years content for a new design for the coming year.


Current Winter 2010 Newsletter

Annualreport2009

Current Flyer for supply needs

Annualreport2009

DESIGN BRIEFStategy, Objectives & Target AudienceWe also discussed potential events that could use exposure through design. Most big events have passed but we discussed events that help the coalition earn support and I researched additional events that could be of interest to design perhaps a poster series to help an event gain exposure.

•Emptybowlshappensinthefallandinthepasthasbeendonewith the 2nd harvest food bank. This year it will be pursued only by the coalition. The event demonstrates community support for those who fill their bowls at soup kitchens and shelters each day in Central Florida. Lunch will consist of soup, salad and bread. Additionally, every guest in attendance will receive a unique handcrafted bowl created by local school children, area potters, or ceramic artists who donated their time and talents to the fight against hunger.

•HeartsofGoldoccursinthespring.Itjustrecentlywasheld.Itisanother fundraiser for the organization.

•Help-PortraitoccursinDecemberandisawayforresidentstoreceive photography which they typically wouldn’t receive.


DESIGN BRIEFStategy, Objectives & Target AudienceWe also discussed the potential for a mass media campaign that could be used to promote the organization. With powerful messaging and imagery awareness about the coalition could be made to help gain attention and solicit help for the organization. Ideas would be designed to present for potential use. Due to the fact that the organization is non-profit advertising donations would be requested. Potential ideas could be:

•Billboards •Magazine&Newspaperads •Directmailtosolicitdonations&volunteering •Postersthatactsolicithelp.Ifdistributedlikepropaganda

around the city area it could create enough awareness to help the organization.

•Donation/volunteeradvertisingatlocalsupermarkets.



RESEARCHInspiring examplesI researched other advertising campaigns and found these quite inspiring. This campaign evolved around the concept that once a person becomes homeless it’s that much harder for them to escape homelessness because they’re already stuck underground.


RESEARCHInspiring examplesAdvertising to help homeless has been done many times before and has been approached across a variety of advertising vehicles. I was intrigued by the advertisement to the right. It was intended to confront child homelessness and referred to the child being stuck beneath ground. I found it to be very haunting but in a way that grabbed my attention.

The trash advertisement to the right confronts how your trash may be someone else’s food. Sounds sad and gross, but it’s very true. The sidewalk bench is very similar where it confronts how many call that bench home.


RESEARCHInspiring examplesSome advertising has been done so simplistically, yet it works. We all identify with homeless writing on cardboard so seeing it we almost instantly relate. Some places have done newspaper campaigns mixed with street campaigns to push to collect clothes donations. As simple as they are the messaging and approach are quite memorable.


IMAGERYPhotography inspirationFor a few years now I have followed a photographer, LJ, in flickr. His homeless and elderly photography is so impactful, moving, and inspiring. The strong contrast in his imagery and the emotion they evoke remind me of some of the depression era photography. Seeing his imagery they make such a strong impact that you connect with the person and feel almost as though you can relate to their struggles in life. Being a photography I hope to build a concentration of homeless photography. However, given the time constraints of this project I realize I will be limited in how much work could be produced especially considering the safety and privacy concerns involved in photographing homeless. I have been in contact with LJ and he has granted permission for me to use his photography in projects for my academic work, with the understanding that if there is any commercial interest or interest by the coalition that his photography not be used with out his prior consent.

Regardless of if LJ’s photography is approved or used, my hopes are to create impactful pieces that show the potential of such moving photography. If my own photography ends up limited due to the time constraints it will show the potential to pursue more homeless photography at a later date if needed.



http://www.flickr.com/photos/16536699@N07/

IMAGERYPhotography inspiration



http://www.flickr.com/photos/16536699@N07/

IMAGERYMy homeless photography experienceThough I realized I wouldn’t be able to create a full body of my own homeless photography with the limited timeframe I did take a trip out one afternoon/evening in search of homeless that would allow me to photograph them for my project. Part of the challenges in homeless photography is ensuring my own safety so I ensured I was accompanied by my husband who is a deputy. Though he wasn’t on duty and never once represented himself in a law enforcement capacity it was very helpful to have his company. Every homeless person he confronted first to get the permission for me to take their photo and use in my portfolio for the work I was doing for the Coalition for the homeless. Every homeless person I encountered was friendly and all agreed to let me take their photo.

The first person I encountered was a middle aged man who referred to himself as “Saigon”. He wore army fatigues and a U.S. Army shirt and proudly showed me his dog tags. He told my husband he served in Vietnam and then later said Desert Storm. He said he’d rather be in Saigon than in Orlando. He was waiting beside a white dumpster with his backpack in the 90degreeFloridaheattellingmehowreadyhewastoleaveOrlandoandhow he was waiting for his ride out of Orlando. He said he was headed to he Ocala national forrest where life would be better.

All of the photos I have made image adjustments to but I’ve elected to reserve overtly adding textures or darkening the photos until the need arises in the project. I think adding texture and darkened looks could increase the impact but due to the lighting some may not look as appropriate overtly darkened because I don’t want the photos to look fake or overly edited in photoshop.


“I’d rather be in Saigon than Orlando.”

IMAGERYMy homeless photography experienceWe drove closer to downtown and ran into a couple more homeless. This guy was sitting right outside of a popular downtown pizza restaurant. He appeared to be having a conversation with himself when we first walked up to him. He gladly agreed to allow me to take his photo. Like all the homeless I photographed he was quick to smile but when I asked him to let me take his photo with out a grin I was totally captured by his eyes. Look back now the struggles the homeless face are easily seen in their expressions which certainly speak through their eyes.

Looking back I had wished I would have asked him to remove his hat, but now it’s all hindsight. Ironically he was sporting this UCF hat and informed me that he moved to Orlando many years ago from Ohio to go to school but said it didn’t work out. I didnt ask any more details. After sharing this photo in twitter and facebook I’ve since learned that at Valencia where I teach the homeless are able to enroll in classes at no cost and they’re eligible for scholarships due to their need. Next time around I’ll be armed with information to help them see the opportunities they could have.


“I moved to Orlando to go to school.”

IMAGERYMy homeless photography experienceThis man was the first one to come up to us to confront us for some spare change before we were ever able to asking him if I could take his photo. Because we weren’t sure how many homeless we’d encounter we possibly might help them out if they let me take their photo by giving each person a dollar. When we got to this guy we didn’t have spare change or one dollar bills. My husband only had a $5 bill remaining. But when I saw how big this guy smiled for me I told him to go ahead and give him $5. I have never seen someone so happy. He graciously thanked us and then walked away with a pep in his step as if we made his day.


“Excuse me, can you spare some change?”

IMAGERYMy homeless photography experienceAs the afternoon went on it began to rain. After dinner we drove back homeandpassedtheOBT(OrangeBlossomTrail)areawhichisaknownlow income, higher crime, and area where several homeless seem to pass through. As we passed through the area we happened to see this homeless man, who called himself Bill, sitting outside of a gas station with his bag. Once he agreed to allow me to take his photo I greeted him. He was such a kind man and he was the only one who didn’t ask for spare change. At first he was wearing a hat and after remembering the hat the previous homeless man was wearing earlier in the afternoon I asked if he’d remove his hat. He told me I could take as many pictures of him as I wanted. As he removed his hat he was a bit concerned at how dirty and sweaty he was and he said “Ma’am, you’ll have to excuse me, I’m homeless.”


“ You’ll have to excuse me, I’m homeless.”

ADVERTISING VEHICLESA Few potential ideas...As I was photographing the homeless I noticed a few potential advertising vehicles that I encountered while I was downtown. Obviously billboards would gain a lot of attention. I also found a huge banner along a building that might be interesting. There were also street banners on most light posts downtown. These could all be interesting approaches, however, due to the budget it’s likely we’d have to illicit either donations or some type of support to make such an impact happen. Because I think it’s worthy of spreading the word to help create awareness and help the coalition for the homeless I intend on proposing a few ideas that include the use of advertising to create such awareness to promote the organization.


ROUGHS & BRAINSTORMINGBuilding ideasI found myself brainstorming ways to help the homeless through advertising. I thought a lot about how much we all try to help third world countries but how we have so many on our own streets who need our help. With that I came to the conclusion that a “react” theme would be worth exploring. I jotted down several ideas for taglines and more.


TYPOGRAPHY & COLORExploring type possibilitiesI’ve explored a few typographic possibilities for this assignment for the primary fonts that could be used to grab attention. In this case these fonts may be used to create a strong bold impact. I felt bold sans serif fonts to be the most ideal to make the strongest impact.

Exploring color possibilitiesI’ve elected to keep colors consistent with the current colors in the coalition branding. I plan to bring in black, white and grey to help create an impact. Blue will be used to help draw attention. I may consider bringing in a bold yellow or red very minimally to draw attention.


GOTHAM

HEADLINE ONE

LEAGUE GOTHICHELVETICA NEUE CONDENSEDHELVETICA NEUE CONDENSEDCHALETFUTURA CONDENSED

NEWS STAND & BILLBOARD ADSHelping the homelessI’ve elected to create a city wide ad that would be incorporated across news stands. It could also be used as smaller format billboards around the city. I focused the campaign around the concept of our hopes to get others to “react” to help the homeless. Rather than helping so many others in other countries that need help I pushed for a campaign to help “our own”. The first one I focused on how homeless constantly ask for spare change, however, I think we all realize spare change isn’t enough to help them.


NEWS STAND & BILLBOARD ADSHelping the homelessI found the strongest ads to have a strong black and white contrast. I learned that many homeless didn’t plan to be homeless so I thought that’d be an appropriate tagline. The campaign can easily be transferred to a billboard or building banner advertisement.


NEWS STAND & BILLBOARD ADSHelping the homelessI found the prayer image to be so moving and relevant to homeless so I felt a tagline communicating that all the prayers in the world aren’t enough to help the homeless. More must be done. People must react to help them.


NEWS STAND & BILLBOARD ADSHelping the homelessAs moving as the images were I found the grey images to be problematic with type so I did the most with the limitations. If I had a bit more time I might rethink a variation of the campaign for the grey images to improve legibility. For this image I felt it important to point out how homeless don’t choose to be homeless.


NEWS STAND & BILLBOARD ADSHelping the homelessI added texture to some images such as this one. I found the tagline coming from the words of the homeless man I met to be ideal for this project.


TRANSIT ADSHelping the homelessI felt transit ads to be an ideal place to help create awareness about helping the homeless. The bus transit ads can be found throughout Orlando and would reach a large audience. I chose to use mostly my imagery for the transit ads and played off the words that were said to me directly for the taglines.


TRANSIT ADSHelping the homelessI did use this one image of LJ’s for this transit ad. I felt it to be very impactful and similar in style.


TRANSIT ADSHelping the homeless


FINAL THOUGHTSOpinions on helping the homelessI think this project has a lot of potential for a continued connection with the coalition. I realize that time was limited and if I had additional time I would go back and spend more time building a strong collection of homeless photography because to me that’s what really speaks to me in this project. It’s not about numbers, statistics, or boring facts. It’s about the people. It’s about their experiences. And I think having more time to build a connection would lead to more impactful work.

I think one big challenge with this project has been the delay in communication which put me behind schedule. The organization had most of it’s print collateral recently redesigned so based on their timelines I was limited and felt the advertising ideas would better compliment my portfolio. Though I’m sure a redesign of some print collateral may help the organization, due to their limited resources it may not be as beneficial.

This project has been an eye opening experience that with more time I see a great deal of potential for growth of creative ideas to help the organization. Personally I think this building of such a strong impact would take more than days or weeks but rather months or longer of establishing goals and creating awareness to help the homeless.


Homeless Social Awareness campaign

Documents

Transcript of Homeless Social Awareness campaign