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Client: Getty Images and FiftyFifty
Repicturing Homeless is a project from Getty Images, who partnered up with fiftyfifty, a street magazine sold by homeless people to create a fully integrated case.

The premise of the project is to shift the negative public perception of the homeless, and to help raise funds for this community in a meaningful way.
The public perception always sees homeless people as poor, desperate, and beyond help. This time, we want to send out a different message, by challenging people’s prejudiced beliefs, and putting homeless people’s hope and possibilities under the spotlight.

To that end, we created this most conventional and most non-conventional stock photo collection, modeled by homeless people. We analysed the download data on Getty Images, and portrayed the homeless street vendors at fiftyfifty as different roles of common people in these most requested life and work situations, such as businessman, designer, cook, tourist, etc.

The photos were then integrated into the Getty Images database, and all profits from the downloads go directly to fiftyfity to purchase apartments and house the homeless.

More photographers and NGOs around the world are encouraged to join the project, and help us turn it into a global movement.

Awards
2019 D&AD Wood Pencil Impact
2019 D&AD Wood Pencil Creative B2B Campaign
2019 New York Festival Bronze Positive World Impact: Public Service
2019 New York Festival Bronze PR: Best Use Social/Environmental Good: Brand
2019 New York Festival Bronze PR: Best Use Digital/Mobile
2019 Cannes x 3 Shortlisted
2019 OneShow Bronze Pencil
2019 Webbys Winner
2019 Webbys Peoples Choice
2019 Cannes x 3 Shortlisted
2019 D&AD Shortlisted Use of Collabration
2018 Eurobest Gold PR - Corporate Responsibility & Environmental
2018 Eurobest Silver PR - Corporate Image, Communication & Reputation Management
2018 Eurobest Bronze PR - Sponsorship & Brand Partnership
2018 Eurobest Silver Digital - Web Service / App
2018 Clios Silver PR - Corporate Image
2018 Clios Silver PR - Cause Related
2018 Clios Bronze Digital/Mobile
2018 Clios Bronze Partnerships & Collaborations
2018 Clios Shortlist x1
2018 ADC Gold Innovative use of Media
2018 ADC Silver Digital - Campaign
2018 ADC Silver Digital - Web services
2018 ADC Bronze PR - Brand Communication
2018 ADC Bronze PR - CSR
2018 ADC Shortlisted x 3
2018 Cannes x 6 Shortlisted
2018 LIA Bronze - Integrated
2018 LIA Finalist
2018 Eurobest Shortlisted Media
2018 Cristal Awards Silver

Credits