In an unprecedented move, the NGO SP Invisível is launching PSPI, a platform that aims to draw attention to a real cause that involves the right of homeless people to be seen. The campaign “For the Right to Be Seen” was created by FutureBrand São Paulo, an integrated ecosystem in brand management, culture and business, and created especially for the election period, challenging society to think about these marginalized people.
“Every two years, we see candidates with no real commitment to society taking up precious space in the media, while the homeless population remains invisible. PSPI is our way of giving these people a voice, showing that their needs and proposals deserve to be heard and seen,” says André Soler, CEO and Founder of SP Invisível.
The campaign, created by FutureBrand São Paulo, will feature the PSPI, made up of homeless people as representatives with proposals focused on food, housing, employment and health. The approaches include jingles, videos, leaflets and even outdoor media (OOH) campaigns, giving street spokespeople the opportunity to present their ideas and real needs.
“We thought of this project as a creative provocation that challenges society to see those who have always been on the margins. We want this campaign to inspire deep reflection on the role of elections and who should really be represented,” says Guilherme Lemos, Creative Director of FutureBrand São Paulo.
The highlight of the activations will be the launch event, which will take place on the iconic Avenida Paulista, one of the biggest symbols of the city of São Paulo (SP, scheduled for next Sunday, the 22nd. The idea is for the campaign to be seen by as many people as possible.
PSPI is not a political party, but a real cause that involves the right to visibility of homeless people.
