November 24, 2015 15:18 ET

Bellefaire JCB and Doner Launch Disruptive Effort to Bring Struggles of 2.5 Million Homeless American Children to Life

Unique Pop-Up Store and New PSA Bring Public Face-to-Face With Truth About Youth Homelessness

CLEVELAND, OH--(Marketwired - Nov 24, 2015) -  Bellefaire JCB has launched a new, disruptive marketing campaign to raise awareness of the scope of the youth homelessness problem in America and the stories of those affected. At the center of the effort from Doner Advertising was a 72-hour pop-up store called "2nd Look," created in an upscale suburban Cleveland shopping mall, where unsuspecting shoppers were introduced to haunting "live" mannequins portraying homeless teens. The new release of a powerful public service announcement (PSA) serves to bring the reactions of those shoppers, and the emotions surrounding their discoveries, to the broader public.

The newest effort from Bellefaire follows Doner's attention-grabbing initiative for the organization in 2014 that placed life-like, faceless mannequins around the city, sitting and standing as their homeless models might, and accompanied by messages that told the stories of the untenable conditions that led to them being on the street and the dangers they faced from their predicament.

The "2nd Look" pop-up store and related campaign are aimed at dispelling popular myths around youth homelessness, drawing attention to the tragic issues facing homeless youth, and at bringing awareness to how Bellefaire serves this vulnerable population. Inside the store, sales associates introduce shoppers to the life-like mannequins, and reveal the true struggles facing the 2.5 million youth who find themselves homeless in America today. Merchandised like a normal boutique, various items of clothing -- including those worn by the mannequins -- display the disturbing statistics that illustrate the plight of homeless youth.

"We found that many teens who are homeless leave home either because of abuse in the home or a significant number of youth end up being homeless because they're in the LGBT community," said Beth Cohen Pollack, Director of Organizational Advancement of Bellefaire JCB. "We're always looking for ways to be able to educate the community and find a way to reach out to teens to let them know that there are alternatives to living on the street."

"Youth homelessness isn't on everyone's radar, so our clients at Bellefaire JCB knew that they had to do something bold in order to get attention," said Paul Forsyth, VP Creative Director at Doner. "It took a lot of courage for Bellefaire do a campaign like this. But our hope is that it helps bring these tragic issues to light and begins to change perceptions about what it means to be homeless."

The powerful PSA capturing the reactions of shoppers can be viewed here.

About Bellefaire JCB
Bellefaire JCB is among the nation's largest, most experienced child service agencies providing a variety of behavioral health, substance abuse, education and prevention services. Bellefaire helps over 21,000 youth and their families annually through its more than 25 programs including outpatient and school-based counseling, prevention and early intervention (Social Advocates for Youth -- SAY), homeless and missing youth, foster care and adoption, and residential treatment including crisis stabilization, drug and alcohol treatment, and transitional and independent living. Comprehensive autism services are provided to individuals age 3 through adulthood through Monarch Center for Autism.

About Doner
Doner is a full-service, performance-driven advertising agency that has built on its strong creative legacy to create a truly modern, integrated creative network with offices in Detroit, Cleveland, London and Los Angeles. Doner moves at the speed of business, offering true integration and total activation through proprietary tools and in-house proficiencies including a multi-platform production studio, media planning and buying capabilities, a state-of-the-art digital technology hub -- the Digital Underground, and the Doner Social Currency Index -- a measurement tool that tracks overall brand visibility. With over $1.5 billion in billings, Doner is a part of the MDC Partners network and serves clients including JCPenney,, Fiat Chrysler Automobiles, The Coca-Cola Company, Cox Communications, DuPont, Harman, Serta, Smithfield Foods and The UPS Store.


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