Mosca Publicidade created Recovered, a campaign for Comunidade Vida e Paz that transforms a card into a symbol of recovery and challenges prejudice against people experiencing homelessness. The initiative proposes a monthly subscription starting at five euros, with the proceeds supporting the organisation’s work, and stands out for having been developed by people who have themselves experienced homelessness, according to a statement sent to Marketeer.
Launched on 17 October, the International Day for the Eradication of Poverty, Recovered is based on a provocation: while consumers regularly subscribe to streaming services, home delivery, telecommunications or loyalty programmes, they do not always show the same willingness to make regular donations. The campaign adopts the communication codes used by these subscription services to question consumption habits and encourage solidarity.
The card presents itself as “the first card that gives a break to those who once slept on one”, referring to people who, when experiencing homelessness, use cardboard as a surface to sleep on. However, the initiative goes beyond the advertising message: Recovered was entirely created by people who have lived on the streets and are currently rebuilding their lives at Comunidade Vida e Paz centres. Participants took on roles as designers, illustrators and graphic producers, placing their talent at the heart of the project.
“We did not want to create yet another campaign about people living on the streets; we wanted to create one with people who managed to get off them,” explains António Choon, creative director at Mosca Publicidade. He also highlights the importance of combating stigma by recognising the abilities of those rebuilding their lives.
The campaign comes at a time of increasing pressure on access to housing and financial difficulties for social organisations. Comunidade Vida e Paz provides daily support to around 900 people and is seeking to strengthen its capacity to respond in the areas of street outreach, accommodation, rehabilitation and social reintegration.
“We want to mobilise more people to contribute regularly, because every donation, however small, helps us continue providing our services,” says Renata Alves, general director of Comunidade Vida e Paz.
With a nationwide presence across out of home, cinema, radio, digital platforms and social media, Recovered is the result of a joint effort involving service users, the organisation’s teams, Mosca professionals and partners including Two Birds One Shot, Estrela de Alcântara, Nova Expressão, MOP and Witty.
People can sign up through a monthly direct debit donation starting at five euros at donativos.cvidaepaz.pt. Supporters receive the card at home and contribute to the organisation’s work.
