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The New York Festivals Advertising Awards

Creative Award
New York, United States
Getty Images / fiftyfifty - "Repicturing Homeless" by The New York Festivals Advertising Awards 2019

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TitleRepicturing Homeless
BriefPeople always see homeless people as poor, desperate, and beyond help. Most existing homeless campaigns simply keep re-affirming such stereotypical images, and ask people to donate out of sympathy, which only marginalized this community even more.Instead of following down the spiral of pity, this campaign is aimed to shift people’s negative perceptions of the homeless, and raise funds for this community in a meaningful way, while reinforcing Getty Images as a brand that strives to shape perceptions and move the world with powerful imagery.For this project, Getty Images partnered with fiftyfifty (a street magazine sold by homeless people), and worked with their homeless vendors as models for classic stock photography.We filtered out the most in-demand motifs on Getty Images, and portrayed the homeless as common people in these different life and work situations. This way, we showed the possibilities of homeless people, and helped others to see the homeless as who they really are –– the same human beings as anyone of us.The photos were uploaded to Getty Images and iStock. All profits from the downloads go directly to fiftyfifty to help purchase apartments for the homeless through their Housing First initiative.More photographers worldwide are encouraged to join us and create their own stock photo collection with their local homeless, which will also be integrated into the Getty Images database and generate donations to their partnered local homeless NGOs. Like this, the project has turned into a global movement.With over 155 million reach, and over € 1.4 million equivalent of earned media, we are driving a narrative of hope and possibilities for the homeless community. Brands such as Lufthansa Insurance already started to purchase images from the collection. Up until now, the project has generated over € 50K donations for fiftyfifty.
Agency
Campaign Repicturing Homeless
Advertiser Getty Images / Fiftyfifty
Brand Getty Images / fiftyfifty

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