Overview
More than 37 million Americans were living in poverty—living lives that are hard to imagine.

Insight
Life below the poverty line is a constant struggle. Every day is full of tough decisions and difficult choices. We needed to bring it to life so people could grasp the urgency of the situation.

Approach
Make the poverty line an actual physical line—with people hanging on to survive. Then tell the story with the real numbers and the hard choices people make to keep their grip.

The urgency is impossible to miss—and the appeal to get involved is hard to ignore.

Results
The campaign launched during Poverty in America Awareness Month, January 2007. Since then, more than 29,000 television and 64,000 radio broadcasts have been reported, which equate to a total earned media value of more than $8 million.