It’s time for us to collectively make an uncomfortable confession: we’ve all ignored the homeless at one time or another. And even though you think you might be fooling people by looking down at your phone when you see a homeless person on the sidewalk or changing your radio when they approach your car at a red light, you’re not.

Trigger created these out-of-home ads, for homeless support non-profit The Mustard Seed, that show your covert ways of avoiding these people are helping no one (not even your own conscience, considering how obvious they are). If you still can’t bring yourself to help the homeless you meet on a day-to-day basis, maybe you can muster up the courage to support some of the organization’s work across Alberta.

Credits:

Brand: The Mustard Seed
Agency: Trigger
Creative Director: Johnny Talisman
Art Director: Teresa Leung
Copywriter: Jordan Finlayson
Photographer: Brendan Stephens