Direct Mail and Non-Traditional Media pro-bono campaign
New Directions, located in West Los Angeles, helps homeless veterans turn their lives around. Veterans who complete the program have learned the skills needed to enter today's job force and become productive members of society again. My partner Rick and I spearheaded the relationship between New Directions and Saatchi and Saatchi LA, which resulted in thousands of dollars in donations and donated media. The direct mail letters were featured in the 2008 One Show Annual.
Missing-in-action style letters. The letters were mailed out as well as photographed and used as print communication in the LA Weekly.
When veterans become homeless, they lose their identity to the streets. To convey this we stamped messages on dog tags and left them for the
public to discover.