Make Them Visible proves that we need to pay more attention to people living on the street.

It’s hard to help someone when you can’t even see them, but that’s the problem that faces today’s homeless. To prove just how blind we are to their presence, NYC Rescue Mission dressed up people’s families as if they were homeless, and set up a hidden camera to see if they would even notice them out on the streets.

The experiment is called “Make Them Visible,” and shows just how acclimatized we’ve become, as well as how easy it would be to overlook our own family if they were homeless. Created in collaboration with the agencySilver + Partners, production company Smuggler, and director Jun Diaz, it was hard for some people to accept, even though guilt wasn’t the aim of the project.

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