The Denver Rescue Mission - Labels

Client:

The Denver Rescue Mission

Problem:

Full disclosure: My dad works for the Denver Rescue Mission. And I believe in the great work they do, so I volunteered to write and direct a commercial for their end-of-year fundraising push. They already had some traditional non-profit fundraising materials so they were looking for something slightly outside the box while still staying on brand.

My Thinking:

Humans tend to categorize. Especially with people. We consciously and unconsciously label those who aren’t like us, particularly if they’re living on the margins of society.

I wanted to challenge that notion and help the audience see people as they are––much more than a single label. The Denver Rescue Mission talks about this a lot: Seeing beyond the current circumstances of their clients. It’s inspiring.

An unhoused person is not a helpless lost cause. He’s a person worthy of dignity, he’s someone’s son.

A man looking for work isn’t defined by unemployment, he’s defined by his grit and resilience — he’s not giving up.

A teen mom can’t be brushed away as a statistic, she deserves support and a second chance.

A woman who lost her apartment and is living in her car isn’t broken. Her story is bigger than a rough moment, she’s living a beautiful story.