# Cheerless Camo Ads The Homeless Veterans Project Campaign Helps Returned Soldiers By Meghan Young | Published 2012-08-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/homeless-veterans-project-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/08/homeless-veterans-project-camo-tiger-camo-desert-camo-plain/) & [gatesmandave](http://gatesmandave.com/) Camouflage might be used to conceal people, but the Homeless Veterans Project campaign wants to bring some of them to light. A clever series of print ads, the [camo patterns](https://www.trendhunter.com/trends/digital-camo-collection) not only represent the soldiers that are being referred to, but also how the [issue of homelessness](https://www.trendhunter.com/trends/emergency-refuge-shelter) often goes unnoticed. Each classic camo shirt has been tweaked to include an image of a displaced person, from someone sleeping on a bench to another rummaging through the trash. The Homeless Veterans Project campaign was conceived and executed by Gatesman+Dave, an ad agency based in Pittsburgh, United States. Art directed by Matthew Axeman with creative direction by Dave Kwasnick, the ad campaign reads, “More than 107,000 Veterans are missing in action on America’s Streets. Help now at HomelessVetsProject.org.” ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 46% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Camo Awareness:** Creating print ads with camo patterns to raise awareness about homelessness issues. - **Visual Representation:** Using imagery on camo shirts to depict the reality of homeless veterans. - **Invisible Heroes:** Highlighting the unnoticed problem of homeless veterans through camo-themed ads. ### Industries Being Reshaped - **Advertising:** Utilizing creative print ads to bring attention to social issues. - **Nonprofit:** Supporting the cause of homeless veterans through awareness campaigns. - **Fashion:** Incorporating meaningful imagery onto camo clothing for social impact. ## Related on Trend Hunter - [Billboard-Transformed Tent Shelters](https://www.trendhunter.com/trends/lifesaving-outdoors.md) - [Homeless Awareness Films](https://www.trendhunter.com/trends/no-address.md) - [Actionable Veteran Metaverse Homing](https://www.trendhunter.com/trends/veteran-metaverse-homing.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Mental Health Campaigns](https://www.trendhunter.com/trends/no-one-is-left-behind.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Homelessness Metaverse Campaigns](https://www.trendhunter.com/trends/metaverse-campaign.md) - [Artful Camo Fashion](https://www.trendhunter.com/trends/skylrk-camo.md) - [Beer-Brand Holiday Campaigns](https://www.trendhunter.com/trends/garageflage-line.md)