Marc USA supports Chicago homeless with pro bono campaign

By Larissa Faw

Marc USA is seeking to help Chicago homeless this holiday season with its pro bono advocacy campaign that raises awareness and urges financial support for the Chicago Coalition for the Homeless.

Launching this week to coincide with the national Homeless Awareness Week, the creative proclaims, “Let’s make Chicago a 4-star city for everyone” by leveraging Chicago’s 4-star flag that symbolizes for most residents the city’s top quality of life.

Ads show well-known Chicago neighborhoods that would likely rate “four stars” are contrasted with the “half-star rated” viaducts and street corners that serve as homes for thousands of Chicagoans. The spot ends with a call-to-action seeking donations.

Reel Chicago names Marc USA 4-star city video its “Reel Ad of the Week”

The integrated campaign includes 30- and 60-second videos running as broadcast and digital PSAs as well as print and outdoor versions.

A mobile donation platform supports a text-to-donate message on outdoor, print and TV components.  There’s also a link in the digital executions.

The goal is to make it easy for people to act when they see the campaign, says the agency. It’s about small donations from many people.

This work was driven inside the agency by several Chicago-based MARCers who were deeply affected by the sights of homelessness in the city during last year’s colder than usual winter. Similar to last year’s Know No about sexual consent that evolved in Chicago, associates in each office are encouraged to take on causes that matter to them.