In a bid to curb the number of those taking to the streets this past holiday season, the National Runaway Safeline (NRS), a national communication system for runaway and homeless youth, teamed up with independent agency Troup to issue messages of hope and support through a highly visual campaign. “Let’s Step Forward Together” cuts through the clutter with hypnotic art that reminds us the National Runaway Safeline is available to listen 24/7.
The campaign, which uses the hashtag “#HereToHelpYou247,” launched this holiday season on FB, IG & Snapchat. Troup partnered with CG artist and illustrator Ben Fearnly to use sneakers as the vehicle for powerful messages aimed at young people in America. Words of support include: “We don’t know what it’s like to walk in your shoes, but we do know what it’s like to help.”
Matt Dimmer, Co-Founder and CCO at Troup, said: “Our opportunity was to create an action-based idea designed to motivate and empower underserved youth, reaching them on their terms and in the spaces they spend time – social media. We wanted to get these youth to reach out to NRS by leaning into this moment in time and pushing against the stigmas.” The initiative is Troup’s first work for National Runaway Safeline. The agency has previously collaborated with The NoMad Hotel & Sydell Group, Vitani Spirits, The North Face Renewed, Simple Mills, and SelvaRey Rum among other brands.