Today someone on Reddit shared this “kickass campaign” set up by UK homeless charity The Passage, which provides overnight lodging for those who would otherwise sleep on the street. The campaign appears to be about a year old, but it’s new to us—and we’re not quite sure what to make of it.
It includes several variations on the key message, which is always good. It’s staged in the most public place possible, so it’s hard to avoid on both a visual and emotional level. Most importantly, it displays a different side of the charity equation: rather than showcasing the plight of homeless individuals, it presents transit riders with people like them and explains their motivations for donating and collecting.
A couple more shots after the jump: