Manchester-based photographer Lee Jeffries' latest series, titled 'Homeless,' is incredibly powerful.
Jefferies travels the world, intent on bringing the stories of this marginalized group to light. In order to gain his subject's trust, Jeffries will spend anywhere from a couple of hours to several days in their company, relieving them of the crippling loneliness that often accompanies homelessness.
The photographs, which are so detailed they look like they've been drawn in charcoal, are somber, but not without hope. Jefferies pays special attention on the eyes, revealing the intense emotional truths that are often hidden or overlooked. His subject's fixated gazes might make some uncomfortable, for more often than not, the homeless are reduced to public spectacle, looked at with curiosity, rather than accountability.
Key Themes Behind This Trend
- Homeless Advocacy
- There is an opportunity for companies to invest in homeless advocacy programs that aims to help homeless people transition into stable living conditions and providing them with the necessary resources to thrive.
- Emotive Marketing
- Companies can explore the use of emotive marketing strategies that accurately depict the plight of the homeless to create brand loyalty and consumer trust.
- Social Responsibility
- Businesses can incorporate social responsibility into their core practices by partnering with homeless shelters to provide better living conditions for the homeless and to help them access the resources they need to get back on their feet.
Where This Applies
- Marketing & Advertising
- Marketing and advertising agencies can use their expertise to create campaigns that bring the stories of homeless people to a wider audience and drive donations and support for nonprofit organizations that help the homeless.
- Technology
- Technological innovations such as mobile apps and wearables can be developed to connect homeless people with resources such as job opportunities, temporary housing, and basic necessities such as food and clothing.
- Social Services
- Social service agencies can utilize Jeffries' technique of spending time with the homeless to truly understand their needs and provide better and more effective services.
