Seattle—the 17th largest city—has the 3rd largest homeless population, the largest per capita in the country. And the majority of Seattleites remain unaware.
Serving Seattle’s homeless every day, the Union Gospel Mission, addresses short-term physical and medical needs, through long-term solutions that break the cycle of addiction, mental illness and poverty.
In an effort to raise visibility within the Seattle market, and make an impact outside the Mission’s current donor base, the organization leveraged the stunning photographs of homeless men and women captured by Lee Jeffries—a renowned international photographer. Creating a mobile exhibit using the buildings of Seattle as a canvas and projecting the portraits into the urban landscape the Mission brought the crisis out of the shadows.
The mobile instillation resulted in a 1,000% increase in media coverage over other high profile time periods and an increase in donations by 100%, of which 80% were new donors.