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Urban Ministries of Durham
SPENT
RAN IN: United States, Canada
CLIENT
Urban Ministries of Durham
Patrice Nelson - Executive Director
AGENCY
Jonathan Cude - Partner, CCO
Carmen Bocanegra - Interactive Producer
Nick Jones - Art Director
Jenny Nicholson - VP, Copywriter
Janet Northen - Partner, EVP, Director of Corporate Comm.
Joel Richardson - Corporate Comm. Manager
SUMMARY
People who make good decisions don't end up homeless, right? Urban Ministries of Durham wanted to challenge this perception and change the national conversation about homelessness. Without any paid media. So we created an online game where players must survive a virtual month on $1,000 rent, groceries, car expenses, child field trips, vet bills and all. Across the globe, in classrooms and even in collections employee training sessions, millions of people are living on the brink. And UMD raised more than $34,000 on a site not optimized for donations.
CASE VIDEO
Hero Medium: Interactive
Medium Featured On Video: Interactive, PR, Consumer Involvement
Audience: New Audience
Objectives: Government and social aims
Type: Business to Consumer
Classification: Local
Language: English
