Made You Look!
Being new to the city, I noticed there is a dynamic between the homeless and everyone else. The homeless make themselves as visible as possible and everyone else does their best to carry on around them. I wanted to interrupt that system. I chose to hijack the official language of the city – street signs – with messages about homelessness to get people to accidentally break their dissonance. It was a way to acknowledge something that the city knows and tolerates, but never discusses. The signs were a way of saying put up or shut up, or at the very least – Gotcha! Made you look.
The signs were put up in various locations all over the city under the cover of darkness, and the next day the media caught wind of it and the stunt went viral before going viral was a thing.