Here is an interesting poster ad campaign of Directions Youth Services Centre, Vancouver. The organization provides 24 hour support to the homeless youth in the age group of 18-24 till they are able to help themselves or decide to go back home. The whole ad including design and execution was done by Rethink, Vancouver. Everything from creative input, photography to wardrobe was donated to the organization.

The campaign concept is brilliant. Yes, each homeless wandering youth on the street has a story. This is a high risk age group too. These kids may have chosen to step out of home or may not have a home at all or may even be addict or mentally ill. The primary support for these vulnerable kids is important. This organization precisely does that. It offers round the clock support and complete rehabilitation to wandering young souls till they become strong enough to sustain themselves in good, bad and ugly world.

These graffiti on the walls and aimless, helpless youths in the front are so well connected to the story of the campaign. They narrate a poignant reality of disconnectedness between parents and children. Yes, when family affection is lacking social support system becomes crucial.

Via Frederiksamuel