HOMELESS COMMONS 

Background: 

Arrels Foundation wanted to bring attention to the issue of homelessness, a subject that is often ignored because of our stereotypes. 

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Solution: 

We hacked the system by using stock photos photos, a medium that is responsible for many of the stereotypes in our society, to shatter those same prejudices against homeless people.  We created an online depository of images made with ex-homeless people as the models. 

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Results 

• More than 20 digital media outlets throughout Spain covered the initiative. 

• All Major Spanish TV networks covered the story on prime time TV. 

• Metallica donated 18K €, that's one Euro per ticket sold at their Barcelona gig.