Three Ideas for Creating a Winning Holiday Campaign

“The concept was that this piece of paper was actually the space that this young boy named Billy and his sister huddled on in a corner of an abandoned building one night when it was freezing outside,” Gaffny says. “So we tried to not just talk about the issue of homeless kids on the street during the holidays but tried to dramatize and let the donor actually see what that little space on the floor might have looked like.”