San Diego-based integrated marketing agency, i.d.e.a., is spreading Father Joe’s Villages’ mission, to reshape how homelessness through an animated short film, Shine, produced by Golden Globe-nominated animation studio, Reel FX.
i.d.e.a. created the strategic platform, integrated media campaign, and short film story and collaborated with Reel FX to bring Father Joe’s Villages’ vision to life. This film is a signature element of a larger year-round campaign that Father Joe’s Villages and i.d.e.a. are creating called “We See”, that is reshaping how homelessness is perceived.
Shine will be shown on local San Diego TV channels starting May 8, as well as online.
DIVERGE talked to the creative team at I.D.E.A to find out more:
Where did the idea for this campaign come from?
When we first started working with Father Joe’s Villages, we found out they were way more than a homeless shelter. They didn’t just provide a warm meal and a place to sleep. They provided resources and educational programs that helped develop the skills most of their clients didn’t know they had.
We had to tell this powerfully human story to show people that Father Joe’s Villages sees things differently. They see potential in their clients, help them find it within themselves, and support them in their own life journey moving forward.
We chose animation because it was a form that we hadn’t seen this story told in. We researched many campaigns that used imagery of people down on their luck and in dire straits, but we wanted to make the story more approachable. We wanted to create empathy for our main character, and let people conclude for themselves to see the potential within everyone and help when they can.
Why is it significant?
There are so many individuals struggling through homelessness, and our hope is that this short film tells their story and their struggle in a way that really allows people to connect with them and Father Joe’s Villages’ mission: to prevent and end homelessness one life at a time.
At Father Joe’s Villages, when we see homelessness, we see the individual people impacted by this crisis each possessing their own unique potential. We see the bright future that is possible for people given the right support. We see the dedication and determination of the people working their way out of homelessness. We see hope.
We created this film to share that sense of hope. It is our belief that the film will bring awareness and attention to the issue and will highlight the resilience and potential that lies within each person impacted by homelessness. We want to inspire the community to get involved.
Why is it important to raise awareness?
There are over 8,000 people in San Diego struggling through homelessness on any given night, and Father Joe’s Villages offers many solutions for those in need. Father Joe’s Villages provides housing, rental assistance, healthcare, food, clothing, education, job training, mental health, addiction treatment and child development in an internationally modeled “one-stop-shop” approach.
What do you hope this campaign accomplishes?
We are on a mission to create a groundswell of support to help those who are homeless in San Diego, through donating and getting involved with Father Joe’s Villages. We hope that when people see this film, they will feel inspired to see the potential in everyone experiencing homelessness. We want people to see the issue of homelessness in a different light.
Father Joe’s Villages provides a wide range of programs and services to those working to overcome homelessness, from warm meals and healthcare to job training and housing. But everything they do starts with the way they see the person in front of them. It starts with their values and recognizing the possibility within each person.
Who’s the team behind this?
i.d.e.a. + Reel FX + Father Joe’s Villages
What can others do to help?
Once you see the potential that we see, we hope you’ll join the effort to help people experiencing homelessness transform their lives. You can spread this sense of hope with everyone in your community by sharing the film with your friends and family on social media. Additionally, you can make a donation to help people find the potential within. Join the movement by donating cash, cars or furniture to Father Joe’s Villages – www.my.neighbor.org/wesee
www.neighbor.org/wesee and/or https://www.youtube.com/watch?v=B_4m-8-WHW0 (youtube link to 3 minute)
