Father Joe’s Villages

A beacon of hope in San Diego’s continual struggle with homelessness, Father Joe’s Villages provides meal, shelter, health and education services to thousands of men, women, and children each year.

As partners for the non-profit’s always-on integrated campaign, we put the faces of homelessness front and center in a way intended to challenge audiences’ views of what they see on the streets.

From day one, we sought to reframe audiences’ preconception of homelessness, highlighting stories that are relatable and genuine. And we wanted to empower people to make change in their community, proving how even small donations to Father Joe’s create lasting change for neighbors in need.

Over four years, we continually evolved the campaign, first focusing on empathy, and how anyone you speak to might be someone who’s been through the crucible of homelessness.

From there, we evolved the campaign to emphasize transformation and all the ways individuals and families currently in the program are changing their stories, and how your donation can help re-write their outcomes.

Across digital, print, video, radio, social, and email, we continually flexed and reformulated a multi-channel campaign that gave Father Joe’s the tools to tell their story and measure which messages provided the best response – resulting in YoY increases in cash, auto, and home goods donations for four years.