Publicis London’s ‘There’s Another Side to the Story’ gave us a whole new perspective on homelessness.
Created for youth homelessness charity Depaul, the campaign’s intent was to challenge public judgment by revealing how quick assumptions can obscure human stories. Text appeared across walls, doorways and underpasses – visible only from certain angles – so that people had to shift perspective to understand the full message. These chosen medium were spaces associated with rough sleeping.
Launched in 2015, the concept was a masterclass in spatial storytelling. When viewed from one angle, the copy seemed critical or dismissive; from another, compassionate and revealing. The technique made the physical act of “looking closer” a metaphor for understanding marginalized lives.
The work won five major awards, including at Cannes Lions and D&AD, and has since been studied for its social craft and sensitivity in visual communication.
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The project began as a low-budget awareness campaign, relying heavily on earned media and social sharing. Despite that, it went viral for its ingenuity and emotional depth.
‘There’s Another Side to the Story’ stands as an example of advertising that builds empathy through interaction – where the medium itself becomes part of the moral message. Following the campaign, Depaul UK reported a surge in website visits and social engagement.
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