Homelessness is a national crisis,
exacerbated by the high price of housing, stagnant wages and rising costs for essential goods and services.
In California alone, 1 in 25 children lack a stable place to call home.
To
make the crisis visible, ReloShare, a tech marketplace for social services, debuted “No Room To Dream,” an immersive campaign by adam&eveDDB US
that includes four spots. Examples are here and here.
The
campaign spans installations, digital and social content, influencer engagement and live activations across the Bay Area, running until Nov. 24.
“No Room to Dream” aligns with the
launch of The Grove, ReloShare’s new shelter bed booking platform, allowing people of all ages to find safe shelter in minutes rather than days. To date, ReloShare has secured 500,000+ safe
nights for vulnerable populations across the U.S., with approximately 10,800 people housed through its platform at any given time.
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The work shows backseats of parked cars turned into
kids' bedrooms, based on the experiences of those who grew up homeless. Each scene invites viewers to scan a QR code, that reveals real-life accounts from survivors of childhood homelessness and
connects visitors to ways they can help.
Brynna Aylward, CCO, adam&eveDDB U.S., told Agency Daily: “'With No Room to Dream,' we set out to make people feel the weight of
childhood homelessness, not just through statistics, but through lived experience. By turning parked cars into children’s bedrooms, we’re confronting a heartbreaking reality and inviting
the public to respond with empathy and urgency.
“This activation, starting at Oakland City Hall on World Homeless Day, Oct. 10, is about making the invisible visible, and showing
that with the right tools and compassion, we can help every child find not just a bed, but a future.”