The campaign, by Doner Advertising, created a store called "2nd Look" in an upscale suburban Cleveland shopping mall, where unsuspecting shoppers were introduced to "live" mannequins portraying homeless teens. Inside the store, sales associates introduced shoppers to the life-like mannequins by explaining their stories, while tags on the clothing, including those worn by the mannequins, displayed disturbing statistics about homeless youth.
The stunt looks to have induced some genuinely strong reactions from shoppers, and Bellefaire is enouraging people to share the PSA on social media to highlight the issue.
