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February 2007
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Also From This Campaign ( items)

Advertising Agency: Sajo, García & Partners, San Juan, Puerto Rico
Creative Director: Ulisses Santiago
Associate Creative Director: Jorge Bauza
Art Director: Tomas Carrera
Copywriter: Jorge Bauza
Photographer: Manuel Figueroa
Production: Megaprints

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clara's picture

On Oct 4, 2001, a couple of people on the board of Hogar Padre Venard decided to open its first (and to this day) only facility: some showers for the homeless of Viejo San Juan (drug addicts, alcoholics, emotionally disturbed men and women) in La Perla, a small neighborhood off Viejo San Juan, where the police is afraid to go and drugs are sold. Las Duchas (the showers) are opened every Monday, Wednesday and Friday mornings from 7:30 am till 12 pm and staffed entirely by volunteer men and women. Between 30 and 40 homeless show up for a shower, a change of clothes, something to eat and drink, and a moment of conviviality with whomever happens to be there.
Las Duchas run entirely on donations, whether of time, money, clothes, food, and medicines.
Hopefully this ad campaign will help both Hogar Padre Venard and Las Duchas. My experience however is that the people who come down to Las Duchas to help either love it (and stay) or are thoroughly turned off (and never returns).