The Goodwill Inn is Traverse City, Michigan’s largest homeless shelter. Over 50 percent of those who participate in its fund-raising run register on the day of the race, which means that people won’ t attend if the weather conditions aren’t favorable (Spring in Northern Michigan can either mean snow or 70-degree temperatures). The event already attracts hardcore runners so local agency Greenlight Marketing created a poster series that speaks directly to those who think twice about running when the weather isn’t perfect or if they’re feeling too lazy to get out of bed. To accomplish the task, they wanted people to know who the run benefited—the area’s homeless who have to live outside and who, unlike runners, have no choice about being exposed to the elements. The posters generated a lot of buzz and, despite a cold downpour, drew a sizable number of participants… including many who registered on the day of the event.

Communication Arts

// From our friends at Communication Arts

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