Urban Ministries of Durham: Spent

A small homeless charity, Urban Ministries of Durham (UMD), was able to change the national conversation in America with an earned media-only campaign that was based on a FarmVille-style online game.

Urban Ministeries of Durham: Spent

McKinney

Most people assume they'll never be homeless. Even if they lost their job and money got tight, they contend they'd find a way to stay afloat. Even if it means working at McDonald's.

Homelessness is seen as something that happens only to those who have given up – "lost causes" like drunks, addicts and the mentally disabled. It's easy for the rest of "us" to dismiss efforts to help "them."

So how did we use a tiny organization – Urban Ministries of Durham – to change the national conversation on homelessness without a dime...

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