Seeking to change the perception of homelessness in San Diego, Father Joe’s Villages released a three-minute animated video Monday that leaders hope will go viral on social media.
“Shine” depicts a street-dwelling, diamond-in-the-rough, “Nicoal,” who becomes a gem with the help of a loving community.
“It’s our hope that viewers will see what we see every day: that a bright future is possible for everyone given the right services and support,” said Deacon Jim Vargas, president and CEO of Father Joe’s. “It’s time we reset how homelessness is perceived in San Diego and beyond.”
He described the animated character developed by Golden Globe-nominated studio Reel FX as “the diamond that is in everyone.”
The video is a part of the new campaign “We See” developed by San Diego’s i.d.e.a. agency. Jon Baily, chief relationships officer at the agency, said the campaign will be successful when people are “not looking at homelessness and homeless people as a problem — but as people.”
The video was introduced to local media at a red carpet-style preview at one of the Father Joe’s Villages apartment buildings. It’s being promoted on social media and in advertising.
Father Joe’s provides housing and meals for more than 1,800 people daily in a city that has nearly 8,700 homeless.
“At Father Joe’s Villages, our mission is to end homelesses one at a time,” said Vargas.