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Unfair City

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Dublin Simon perform vital work to address the city’s homelessness problem.

Much of this work relies on public funding but, as Dublin Simon’s donor base ages, the future of these services is in peril.

We therefore needed to introduce a younger audience to Dublin Simon.

March 2023 saw Artificial Intelligence hit the peak of the hype cycle, with technologies such as Midjourney and ChatGPT breaking into the mainstream conversation for the first time.

And so, we used AI tools to hijack the hype. We created an AI-powered film to tell the story of Justin Cannon, a man who broke free from homelessness with the support of Dublin Simon.

AI grabbed attention young Dubliners’ attention, but Justin’s very human journey from crisis to joy provided deep emotional engagement. The campaign immediately sparked a massive increase in donations from younger donors. Unfair City won a Gold Effie in late 2023.

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Simon Community \ Unfair City

AI grabbed attention young Dubliners’ attention, but Justin’s very human journey from crisis to joy provided deep emotional engagement. The campaign immediately sparked a massive increase in donations from younger donors. Unfair City won a Gold Effie in late 2023.

Simon Community

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Unfair City