McKemie Place – New Beginnings
McKemie Place is the only homeless shelter for unaccompanied women along the Gulf Coast. Along with providing emergency shelter, they help residents get back on their feet with connections to essential resources such as counseling, educational opportunities, job readiness, life skills training, and housing assistance.
Despite the social stigma, most people are only two or three steps away from becoming homeless. So, we focused on what unites us: our dreams.
Awards:
Judge's Choice Local Addy
Best of Show Local Addy—Print
Best of Show Local Addy—Public Service
Silver Local Addy—Public Service Campaign
Silver Local Addy—Animated Video
Silver Local Addy—OOH Campaign
Print featured in Lürzer's Archive.
Print photography featured in the 2022 Communication Arts Photography Annual.
Broadcast
While this project was completely probono, we managed to source help from all over the community. Local production vendors donated air time, printing services, and other production resources in order to get this campaign live and visible.
Posters
These posters represent not only dreams that once were, but also dreams that, with the help of McKemie Place, still can be. The subtle hints to a bride, ballerina, astronaut, and pilot represent common dreams we all once strived for.
Out of Home
With less time to look for the subtle details, we decided to make the dreams more obvious using the addition of illustration.
Animated Video
Through animation and spoken-word poetry, we tell the story of a woman’s journey from dreaming, to homelessness, to McKemie Place.
Social
The truth about homelessness is commonly misunderstood. To combat this, we used frightening statistics to show just how much women are impacted by homelessness and the common reasons it effects us.
The Team:
Creative Director: RT Herwig
Art Director: Alex Yancy
Illustrator/Designer: Audrey Mecke
Copywriters: Angela Mitchell & Evan Beasley
Animator: Andy Stewart
Photographer: Jeff Williams
Producer: Theresa Webb
Color: Andy Cargile