The NeighborGood Guide
Media Cause created The NeighborGood Guide, an evergreen, self-standing tool. The guide uses storytelling to underscore points of human connection, amplify the voices of people who have experienced life unhoused, and lead users through their own unique journey in identifying their role in creating solutions to homelessness in San Francisco.
The NeighborGood Guide, our immersive microsite for All In, received over 23K website visits and engaged with the local community by exploring first-person accounts of unhoused individuals’ experiences to break through the “otherness,” inspire compassion, and aid Tipping Point's mission to fight poverty in the Bay Area.
Media Cause Team
2021-2023
Account Director: Melvin Karsenti
Creative Director: Ansley Luce
Designer: Lori Chinn
Client
All In
All In is the overarching campaign that ended with the NeighborGood Guide. The All In campaign is a public engagement effort of Tipping Point Community, a non-profit dedicated to fighting poverty in the Bay Area.
NeighborGood Guide Microsite
The NeighborGood Guide, an immersive microsite for All In, received over 23K website visits and engaged with the local community by exploring first-person accounts of unhoused individuals’ experiences.
The site was design to feel like a safe space, so we used soft organic textures and hand-drawn illustrations to bring life and warmth. The NeighborGood Guide opens on a home page featuring an animated illustration of Rebecca sitting across the table from the user to simulate a real-life interaction, prompting the user to open their minds to the often surprising stories of the people around them.
For the site, I worked on two illustrated story animations and a few wire frames. The above animation was drawn in Procreate and animated in After Effects. The video details a portion of Rebecca's life.
The tool kit and reflection guide were created to accompany the NeighborGood Guide microsite. They provide you with resources to help your unhoused neighbors and ask tough questions to reflect on.
These text heavy PDFs are clean and concise. They included the same textural elements and illustration style to match the site branding.
Paid Media and Promotion
To promote the launch of The NeighborGood Guide, there was a 4-week media campaign.
We leveraged Meta Platforms (Facebook and Instagram) and Nextdoor to raise awareness and drive website traffic from our target audiences. We ran display ads with Hearst Media, which generated 1.5M impressions, and an editorial story about the NeighborGood Guide.
To complement the paid campaign with NeighborGood Guide branded stickers, a trifold, and bookmarks that were distributed in local stores, coffee shops, and libraries to raise awareness for the initiative and drive website visits.