Eva's Youth Shelter "Fresh Start" Campaign
Client: Eva's Initiatives for Homeless Youth
Role: Art Director
Date: Summer 2015
Overview
Mirum took on Eva's Initiatives as a pro bono client in early 2014. We've been working closely with them on a full re-brand, site build and finally an integrated campaign.
Eva's is a homeless youth shelter based in Toronto that offers training, education, shelter, counseling and assistance in finding employment to give homeless youth a fresh start instead of just a bed for a night. Offering real and lasting change. That became the focus for us in the campaign as it's not only a huge differentiator from other shelters but lets us tell a richer story about what something used to mean to a homeless youth, and how Eva's and a second chance changed that for them.
By incorporating the placement of each ad, we tell a highly targeted story about what that place or item meant to the youth when they were still homeless and how now it's just a simple part of their everyday life. From a women's washroom, to a mall, to a magazine. Something we wanted to get across is that homeless youth are not just burnouts or lazy. Many times they are victims of circumstance and given the right opportunities can pull themselves out of that life, but for that they need more than just a bed for a night.
This was my first ever print campaign and was a huge learning experience. It was also a fun creative challenge as we came up with unique stories to tell for each placement.
Eva's is a homeless youth shelter based in Toronto that offers training, education, shelter, counseling and assistance in finding employment to give homeless youth a fresh start instead of just a bed for a night. Offering real and lasting change. That became the focus for us in the campaign as it's not only a huge differentiator from other shelters but lets us tell a richer story about what something used to mean to a homeless youth, and how Eva's and a second chance changed that for them.
By incorporating the placement of each ad, we tell a highly targeted story about what that place or item meant to the youth when they were still homeless and how now it's just a simple part of their everyday life. From a women's washroom, to a mall, to a magazine. Something we wanted to get across is that homeless youth are not just burnouts or lazy. Many times they are victims of circumstance and given the right opportunities can pull themselves out of that life, but for that they need more than just a bed for a night.
This was my first ever print campaign and was a huge learning experience. It was also a fun creative challenge as we came up with unique stories to tell for each placement.
The campaign received positive attention from Marketing Mag as well as Strategy.
Please note: This project was undertaken in an earlier stage of my career before I had transitioned to product design. As such there was less of a focus on the user experience side of the work as I was more entrenched in visual design and art direction at the time.
