Ad of the Day: sleeping bags become superhero capes in homelessness poster drive

By Katie Deighton | Senior Reporter

May 10, 2018 | 2 min read

WCRS has employed the simple optical trick of photograph inversion to turn young homeless people into superheroes in the latest poster campaign for End Youth Homelessness.

The images used in ‘Turn Lives Around’ were photographed by Dan Medhurst and produced by Black Dog Films to project a message of hope and change public perceptions around youth homelessness.

At first glance, the young people depicted appear to be Superman-style heroes flying defiantly through the sky. However, a closer look shows they are sleeping rough on the floor – the photo has merely been vertically flipped.

“This campaign talks about youth homelessness in an unprecedented way; it presents homeless young people as a message of hope,” said Nick Connolly, managing director of End Youth Homelessness. “Homeless young people have their whole lives ahead of them; they can build successful futures if they get the opportunity and support they need.”

Orlando Warner, creative director at WCRS, added: “This striking poster shows how they help turn lives around - a person asleep on the ground, when viewed from another angle, becomes a far more heroic figure. It’s a simple way of bringing to life how we get young people out of homelessness to fully realise their potential.”

The out-of-home campaign will run across 100 sites in the UK until 21 May. Media was donated by agency Jack.

End Youth Homelessness: Turn Lives Around by WCRS

By End Youth Homelessness

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