Pasadena Real Change Movement Campaign on Homelessness Wins Award, Is On track to Raise $25,000 in Donations

Published : Wednesday, April 15, 2015 | 1:46 PM

Pasadena’s public education campaign on homelessness, the Real Change Movement, was recognized by the Academy of Interactive & Visual Arts (AIVA) with a 2014 Silver Davey Award. This award is given for the best web, design, video, advertising, and mobile work by small agencies worldwide.

The Real Change Movement’s visual and messaging concept was designed Art Center College of Design’s DesignMatters students then taken from concept to implementation by Saeche, a professional advertising firm. Together they designed what the city calls “a uniquely positive and visually appealing public information campaign” on the issue of homelessness.

The outreach campaign uses an educational website ( and nine Real Change Movement meters set up throughout Pasadena as public donation stations.

All funds will be matched by United Way of Greater L.A. The program is on track to generate between $25,000-$30,000 per year, including the match, for homeless services in Pasadena. Additional meters will be installed in the coming year.

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