ReloShare, billed as the first marketplace for social services, joins forces with adam&eveDDB US to launch a campaign that confronts one of America’s most urgent and overlooked crises: homelessness, as seen through the eyes of its youngest victims.
“No Room to Dream” is an immersive campaign that shines a light on the invisible reality of youth homelessness: children sleeping in cars, on couches, or in shelters, hidden in plain sight. In California alone, 1 in 25 children lacks a stable place to call home, which equates to one child per average sized classroom. These children aren’t just in crisis today; without intervention, they face a heightened risk of experiencing homelessness as adults. This campaign urges us to break the cycle before it becomes generational.
The campaign debuts with a stark and unforgettable installation: the backseats of parked cars transformed into intimate, real-life re-creations of children’s bedrooms based on the real lived experiences of those who grew up homeless. Each scene invites viewers to scan a QR code, unlocking raw, firsthand accounts from survivors of childhood homelessness and connecting visitors directly to ways they can help. On October 10–which is World Homelessness Day–across numerous Bay Area locations, the installation seeks to engage both lawmakers and the public to bring this hidden crisis into sharp public focus.
Brynna Aylward, chief creative officer, adam&eveDDB U.S. said, “Re-creating children’s bedrooms in the back of cars is confronting because it’s real. And creatively that’s where the power is, in the real stories that inspired the pieces and the real help that ReloShare provides to families in need. This campaign is about making childhood homelessness visible and inspiring empathy, urgency, and action in response. Because having a safe space to sleep allows kids the room to grow, to learn, the room to dream.”
“No Room to Dream” aligns with the launch of “The Grove,” ReloShare’s new shelter bed booking platform, allowing service providers of all ages to find safe shelter in minutes rather than the days it typically takes currently. To date, ReloShare has secured
500,000+ safe nights for vulnerable populations across the U.S., with approximately 10,800 people housed through its platform at any given time.
The campaign will span across immersive installations, digital and social content, influencer engagement, and live activations across the Bay Area.
This is the hero film of the campaign–which also includes separate testimonial films from adults recalling their homelessness as children. The films were directed by Brenton Gieser of Invisible Collective.
