Veterans Community Project
Mission accomplished
Video — Veterans Community Project: Homeless Listings Case Study
Veterans Community Project: Homeless Listings Case StudyChallenge
Over 30,000 American veterans are homeless every night. How can BarkleyOKRP help the Veterans Community Project (VCP) gain attention without spending its limited resources?
Insight
How can we show affluent Americans the harsh reality of veteran homelessness by infiltrating familiar vacation rental sites like Airbnb and VRBO with listings depicting real homeless encampments?
Solution: We created Homeless Listings
Using guerilla marketing tactics, we showcased Google Maps images of homeless encampments to create sober rental listings. With a hyper-targeted plan, we launched during Veterans Day Weekend, leading to a 600% increase in donations and a 10-fold increase in donors, all with a budget of zero dollars.
Results
- $0 budget for this campaign.
- 10x increase in donors.
- 600% increase in donations following the campaign.
