The 'Repicturing Homeless' Initiative is Community-Driven
References: view.ceros
Getty Images, Düsseldorf-based magazine fifty-fifty and creative agency Havas are the driving force behind 'Repicturing Homeless'— a visual campaign that seeks to challenge the established collective societal perception of people without homes, as well as to give back to that community and support them.
The collaborators directly tap into the homeless community in Düsseldorf for this visual campaign. Members of that group are employed to model in stock photos for some of Getty Image's most profitable themes— i.e. businessman, cook, shopkeeper and traveler. The photographs will be promoted on websites and to customers. A 100% of the royalties from the visual campaign will be donated to support the local homeless community and finding them jobs.
The collaborators directly tap into the homeless community in Düsseldorf for this visual campaign. Members of that group are employed to model in stock photos for some of Getty Image's most profitable themes— i.e. businessman, cook, shopkeeper and traveler. The photographs will be promoted on websites and to customers. A 100% of the royalties from the visual campaign will be donated to support the local homeless community and finding them jobs.
Trend Themes
1. Community-driven Visual Campaigns - More visual campaigns will be initiated by communities, especially those who focus on promoting inclusivity and giving back to certain sectors of society.
2. Repicturing Stereotypes Campaigns - There will be more campaigns that will seek to challenge established societal perception of certain groups by highlighting their humanity and diversity.
3. Royalties for a Cause - More businesses will adopt models that will donate a portion or all of their profits to support social causes or communities in need.
Industry Implications
1. Stock Photos and Visual Content Industry - The stock photos and visual content industry can explore creative and ethical ways of sourcing their models and promoting inclusivity in their content.
2. Non-profit Organizations - Non-profit organizations can partner with corporations and creative agencies to create meaningful campaigns that support and uplift marginalized sectors of society.
3. Hospitality and Service Industry - Hospitality and service industry stakeholders can partner with non-profits to support job training programs and employment opportunities for marginalized groups, such as the homeless.
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