Since 2006, non-profit Soles4Souls has been helping distribute donated shoes and clothing around the world to help those in need. Since they rely on donated items, they needed to increase awareness of the brand but so far, had not been able to develop a clear and concise articulation or communication of what they do. And therefore, had never run a print campaign before.So, to make their mission more understandable to their crucial American audience, we created a laser-focused campaign to communicate how the non-profit affects people domestically in a simple and concise way. We used an incredibly ubiquitous and instantly recognizable item that everyone knows, to strike right at the heart of the issue: the “No Shirt, No Shoes, No Service” sign, often seen at entrances to restaurants and malls. But we put a twist on it to stop viewers in their tracks, and to get them to start thinking about an issue in their very own cities, towns and neighbourhoods.