Becky's story...from Ryder House resident to Fashion Boutique owner.
Tunbridge Wells-based Southpaw agency created this emotive campaign, using the tagline “Don’t look the other way”, for YMCA West Kent to raise awareness of youth homelessness; encourage people to choose to support homeless, rather than ignore them and raise funds. Find out why Southpaw Agency decided to support the YMCA in their brief case study video - above.
Using two 180-degree films (above) linked together to create a 360-degree virtual reality VR video viewable through Google Cardboard, the campaign lets the user explore two outcomes of youth homelessness. The resulting film is an ultimately positive story about the support YMCA provides, featuring the true story of Becky, a young woman who used to live at the YMCA and now owns her own fashion boutique.
Viewers experience a “dark side” in which she is left destitute and neglected, and the “light side” where the same woman has been given attention, a roof over her head, support and time from YMCA housing support staff to help her turn her life around.
The work visually describes what happens if we “don’t look the other way” at these young people and choose to support - rather than ignore.
The film was posted on Facebook, YouTube, Instagram & Twitter, with paid media to boost the posts. Google Cardboard was distributed to the public for a donation, and they could experience the film directly using Oculus Rift at a stand in the local Tunbridge Wells shopping centre.
Glenn Smith, Creative Director at Southpaw said: “We’re all guilty of it. We’ve all walked past, pretending it’s not happening. But the stark truth is that homelessness is on the rise and young people need more help than ever. So, this Christmas, we’re supporting YMCA in raising awareness for its vital charity work and the often unseen help it provides.”
“People often think the YMCA simply caters for hopeless young people who are involved in crime or drug abuse. But we only notice the bad that walks in, never the good that walks out. To educate the public, we created an immersive 360 degree VR film featuring Becky, a real young person who was given the right support from the YMCA and then show what would have happened had they not stepped in.”
* To watch 360° videos you need the latest version of Chrome, Opera, Firefox or MS Edge on your computer. On mobile devices, use the latest version of the YouTube app and if possible use Google Cardboard for an immersive viewing experience and press the goggles symbol.