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The NeighborGood Guide

Media Cause created The NeighborGood Guide, an evergreen, self-standing tool. The guide uses storytelling to underscore points of human connection, amplify the voices of people who have experienced life unhoused, and lead users through their own unique journey in identifying their role in creating solutions to homelessness in San Francisco.

The NeighborGood Guide, our immersive microsite for All In, received over 23K website visits and engaged with the local community by exploring first-person accounts of unhoused individuals’ experiences to break through the “otherness,” inspire compassion, and aid Tipping Point's mission to fight poverty in the Bay Area.

Media Cause Team 

2021-2023

 

Account Director: Melvin Karsenti

Creative Director: Ansley Luce

Designer: Lori Chinn

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Client

All In

All In is the overarching campaign that ended with the NeighborGood Guide. The All In campaign is a public engagement effort of Tipping Point Community, a non-profit dedicated to fighting poverty in the Bay Area. 

NeighborGood Guide Microsite

The NeighborGood Guide, an immersive microsite for All In, received over 23K website visits and engaged with the local community by exploring first-person accounts of unhoused individuals’ experiences.

The site was design to feel like a safe space, so we used soft organic textures and hand-drawn illustrations to bring life and warmth. The NeighborGood Guide opens on a home page featuring an animated illustration of Rebecca sitting across the table from the user to simulate a real-life interaction, prompting the user to open their minds to the often surprising stories of the people around them.

For the site, I worked on two illustrated story animations and a few wire frames. The above animation was drawn in Procreate and animated in After Effects. The video details a portion of Rebecca's life.

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The tool kit and reflection guide were created to accompany the NeighborGood Guide microsite. They provide you with resources to help your unhoused neighbors and ask tough questions to reflect on.

 

These text heavy PDFs are clean and concise. They included the same textural elements and illustration style to match the site branding.

Paid Media and Promotion

To promote the launch of The NeighborGood Guide, there was a 4-week media campaign.