In order to raise awareness of the 93,000 homeless people sleeping on the streets in the UK in Christmas, Adot.com, the organisation that aims to “Ignite worldwide awareness of the singular true nature of mankind,” has created a new integrated social campaign with the help of Ogilvy & Mather Japan, which highlights the fact that homelessness is more rampant, and yet more seemingly invisible today, than it ever has been. The campaign shines a light on this invisibility by exploring a range of beautifully strange moving and static portraits of homeless citizens wrapped up in Christmas lights.
Adot is a charitable, non-profit organisation that campaigns on various social issue such as war, poverty, racism, civil rights and homelessness
The campaign, which has been soundtracked by a haunting reading of Radiohead's classic outsider anthem “Creep,” (as if to underline the point) is a (knowingly) attention grabbing piece that manages to literally show the issue in a new light, an issue that is of even greater concern at this time of the year, when the streets are cold, unforgiving and packed full of seasonal revellers. The video, which forms the heart of the campaign simply dubbed, “Lights,” can be viewed below, and is a thought provoking meditation on how we distance ourselves from those we perceive to be different from us.
Adot – Lights
Alongside the film, which will be running in cinemas and on TV nationwide, as well as online, the campaign will also be supported by print, poster and social media activations. These will be supported by a range of media personalities such as Jon Snow, Barbara Windsor, Caprice and Russell Brand, and will be shared via the campaign’s #shedlight hashtag. Ajan Samrai, chief creative officer at Ogilvy & Mather Japan, believes that “With such potent and beautifully disturbing images, this Christmas it will be harder than ever to look away from homelessness.”
The campaign will be supported by a range of media personalities such as Jon Snow, Barbara Windsor, Caprice, Russell Brand
Adot is a charitable, non-profit organisation that campaigns on behalf of various social issues such as anti-war, poverty, racism, civil rights and, of course, homelessness, amongst others. They say that their aim is to “Inspire people to change their perspectives on what they see and do,” asking them to “Take a moment to really look closer at everything and everyone in the world around us.” They believe that by “Showing the similarities that exist between us rather than the small differences that we have been taught to focus on,” they can create a universal understanding, which will “Bring us closer to each other and enable us to see that our hopes, fears and love for each other are all shared as one.”
