Qiting Liu

See The Buried Dreams

Snapchat partners with Eva’s and create See The Buried Dreams campaign. Through the way of using Snapchat AR lenses as promotional tool for Toronto based charity organization Eva’s, the creative campaign helps homeless youths end the homeless cycle. Prevention is important to end homeless youths’ cycle of being homelessness. By connecting Millennials with using Snapchat AR lens, the dreams of homeless youths’ can be realised.

“The campaign See the Buried Dreams is a project inspired by D&AD snapchat brief. The brief challenge is to use snapchat AR lenses to encourage acts of kindness and drive people to action. As a fourth-year international student, I feel it hard to get into society, even with parental and institutional support. I want to help homeless youths in my same generation to success, because it must be very hard for homeless youths to achieve success without these supports. To solve the problem of ending youths’ homeless cycle, snapchat partners with Toronto based charity organization Eva’s. The target audiences are Millennials who use snapchat. Millennials are empathetic with homeless youths since they are at the same age. My approach to solve the homeless youth problem is to use snapchat as Eva’s promotional tool. Through the way of letting non-homeless Millennials see homeless youths’ buried dreams, the creative campaign encourages donation. ”