Habitat for Humanity: IRL SJW
Habitat for Humanity is for people interested in something with a little more impact than an Instagram Infographic. Young people are often eager to have strong opinions on topics of justice, but lack the resources to actually engage with these issues. Working with Habitat for Humanity, you are doing real work creating homes in your community–a little more direct action than tweeting about issues across the world.
The art direction mimics the quickly made (& quickly scrolled passed) canva-style infographics that proliferate in online activist spaces. This clip-art style form of protest art, while certainly good intentioned, has become synonymous with questionable research on nuanced topics. As a reliable source on actionable issues, Habitat for Humanity can playfully parody the style familiar to a target audience who wants to do good in the world beyond their Twitter timeline.
headlines:
Let’s un-normalize homelessness.
Create homes, not content.
Love over likes.
Spread love, not likes.
Change isn’t a trend.
We stay woke, while making sure they have a place to sleep.
One drop of sweat is worth more than a thousand Twitter characters.
Disconnect for real connections
digital campaign activation:
SHARING THIS POST DOES NOTHING: Influencer campaign activation featuring community organizers, HFH partners, followers and social justice oriented Instagram accounts.
sample post copy :
Like this post we will be planting ten trillion trees for every like!
Smash that share button to save a starving child!!
Revealing our new house for the homeless when we hit 100k!!!
We're just kidding.
Habitat for Humanity doesn’t need internet clout before investing nearly $300 million in vulnerable communities last year alone. All Habitat for Humanity needs to do the work to change the world is You.
Sharing this post might do nothing, but clicking the link in our bio will lead you to Habitat for Humanity’s website, where you'll find a list of real, tangible work you can be doing in your very own community.
experiential:
At Habitat for Humanity sites in major metropolitan areas, we will set up "active" construction sites with many of the same photo-ops and promotional materials as influencer pop-ups. Backdrops for selfies by unfinished piping, photo props with power tools, and superrrr aesthetic hard hat workers. There will be obnoxious signs in the style of construction signage, inviting people to come in and create content.
The entire experience will force those experiencing it to analyze the relationship with social media and social justice. When finally leaving, there will be information about the real work that Habitat for Humanity does–that has nothing to do with creating content, but creating homes.