Prejudice is sh*t. This guerilla marketing campaign aims to eliminate misconceptions about homeless dog owners. It was created for the non-profit art gallery and street newspaper publisher Fiftyfifty. More specifically, for the project "Underdog" which is organized by Fiftyfifty and supplies the pets of homeless people with medical care.
Bold statements are printed on eye-catching neon paper that can easily be folded into a flag. A wooden skewer and a piece of tape is also provided for this purpose. All items come in a semitransparent poo bag for dogs. These packages were handed out at the Fiftyfifty Gallery in Düsseldorf and other places.
The main target of the campaign are dog owners. They are encouraged to use the bag to clean up after their dogs and leave a flag instead. But the concept also appeals to people who don't own a pet. They can place flags virtually anywhere else to spread the message. An even larger audience is reached when participants share a picture of their creations online and tag it with #fiffyfiffy.
The project combines many aspects of social design. First and foremost the goal is to raise public awareness about the issues that homeless people face with stigmatization. The bags themselves also have a symbolic meaning, since they wrap the message to highlight the fact that prejudice is sh*t! However, there is also an ecological side to it: It promotes the importance of a clean environment.
Prejudice is sh*t. This guerilla marketing campaign aims to eliminate misconceptions about homeless dog owners. It was created for the non-profit art gallery and street newspaper publisher Fiftyfifty. More specifically, for the project "Underdog" which is organized by Fiftyfifty and supplies the pets of homeless people with medical care.
Bold statements are printed on eye-catching neon paper that can easily be folded into a flag. A wooden skewer and a piece of tape is also provided for this purpose. All items come in a semitransparent poo bag for dogs. These packages were handed out at the Fiftyfifty Gallery in Düsseldorf and other places.
The main target of the campaign are dog owners. They are encouraged to use the bag to clean up after their dogs and leave a flag instead. But the concept also appeals to people who don't own a pet. They can place flags virtually anywhere else to spread the message. An even larger audience is reached when participants share a picture of their creations online and tag it with #fiffyfiffy.
The project combines many aspects of social design. First and foremost the goal is to raise public awareness about the issues that homeless people face with stigmatization. The bags themselves also have a symbolic meaning, since they wrap the message to highlight the fact that prejudice is sh*t! However, there is also an ecological side to it: It promotes the importance of a clean environment.