Waiting for a Roof. We change an everyday space to empathize with those who lack a decent roof. Problem: In Uruguay, there are approximately 600 informal settlements inhabited by 200,000 people. Idea: Remove the roof from 15 bus stops in strategic points around Montevideo for one day. The action will be accompanied by messages encouraging people to collaborate with TECHO. Individual posters: 1.“TECHO (Roof) – Help us ensure no one is left without one.” 2. “TECHO (Roof) – With your help, tomorrow no home will go without.” 3.“TECHO (Roof) – We want to build more.” 4.“TECHO (Roof) – Imagine living without one.”
“TECHO (Roof) – Imagine living without one. Scan and join us”
“TECHO – Help us ensure no one is left without one. Scan and join us.”
“TECHO – With your help, tomorrow no home will go without. Scan and join us”
“TECHO – We want to build more. Scan and join us.”
Description
The concept revolves around creating a physical and symbolic representation of the challenges faced by people living in informal settlements. By removing the roof of bus stops, a public space where shelter is usually taken for granted, the action aims to evoke empathy and awareness about housing insecurity. The messages accompanying the action would serve as a call to action, motivating people to contribute to TECHO, an organization that works to improve living conditions in these settlements.
This student campaign titled 'Esperando un techo' was published in Uruguay in August, 2024. It was created for the brand: TECHO, by ad school: Brother Ad School. This OOH Outdoor medium campaign is related to the Other and Public Interest industries and contains 5 media assets. It was submitted about 2 months ago.
Credits
Advertising Agency (School): Brother, Montevideo, Uruguay
Production Company: -
Art Director: Facundo Ferrari - Alejo Barrios Tejera
Copywriter: Alejo Barrios Tejera - Facundo Ferrari
Photographer: -
