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NYC Rescue Mission Ad Campaign Seeks To Make Homeless Visible

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The New York City Rescue Mission has launched a new campaign called “Make Them Visible,” which aims to make city residents think twice when passing homeless individuals on the street. 

To spread awareness of this campaign, the organization made a video that shows an interesting experiment. Several volunteers posed as homeless individuals on the street, and then a hidden camera crew filmed the reactions of a relative that walked by. None of the people walking by recognized their relatives on the street, and most barely acknowledge the presence of the person on the street at all. 

The video includes interviews with the relatives caught on film, depicting their initial reactions to the footage of themselves on the street. All of the interviewees are obviously affected by the experience. 

The point of the video is to emphasize how many people completely ignore the city’s homeless, walking past them on a daily basis. The New York City Rescue Mission wants to give faces to these homeless individuals. 

According to the Huffington Post, the video was produced by ad agency Silver + Partners and Smuggler for the organization. 

“There’s only one person that didn’t make it into the film -- because they couldn’t handle the fact that they walked by their family. It happened every time,” said video director Jun Diaz to Fast Company. 

The NYC Rescue Mission is seeking donations or social shares of the video via its website. The organization, which has been operating since 1872, provides food, clothing and shelter to people in crisis in New York City. 


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