Unexpected Homeless - PR Activation

The Unexpected Homeless. Working with The Salvation Army to launch a powerful series of media hijacks detouring New Zealanders from expected homes. Partnering with the country's biggest news site, the most iconic symbol for home was interrupted. A home button takeover, suddenly diverting people inside the real stories of living in cars, garages and couch surfing.

The campaign message reached over a quarter of the population, exceeded donations goals and traffic to The Salvation Army's website hit a record high.