New Directions is an organization that helps homeless veterans, in the Los Angeles area, get back on their feet. They have no

advertising budget so any idea or piece of communication needed to be very budget indeed. Since most of the public is not aware of

this issue, the goal was to come up with an idea that established the facts and engaged the consumer/ potential donor in an

emotional way. The aim was to find an inexpensive and relevant way to reach the target. We wanted to present the issue of

veterans and homelessness in a way the consumer had not looked at it before. By making letters that appeared to be personal and

from the government, our first goal was to peak the consumer