The best way to make the invisible stories visible? By putting the invisibles to spoil stories that people care about: TV episodes.
Make them Visible
Homelessness has reached the highest levels since the Great Depression of the 1930s. In February of 2015, there were more than 100.000 homeless people in New York City.
The lives of the homeless have been spoiled by unfair stories. Many have no other choice than to live on the streets. At the same time, we are living in a world where people are more impacted by a TV character’s fictional story than the real people who suffer around them.
How can we tell people that real stories are more important than fictional ones?
By spoiling TV episodes the day after they air.
The campaign was launched with an emotionally disruptive film, thoughtfully enlightening viewers that the road to homelessness is complex, often devastating, and yet, not void of hope.
A series of "episodes" or real stories of individual suffering from homelessness were posted to MTVF's Facebook page. Each story concluded by urging viewers to invest in a life and change the story.
After every tv show episode, a spoiler was posted on social media by MTV, using the trending # of the show.