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How do you elevate the issue of homelessness in the public eye? Literally: have a homeless man sit on a billboard and ask for help. That was marketing agency T3’s approach in a campaign last week for Mobile Loaves & fishes, a homeless mission in Austin, Texas. A local homeless man named Danny climbed a 50-foot billboard on I-35 in Austin and remained there for much of the next 48 hours. The billboard urged passersby to text the word “Danny” to 20222 and make a $10 donation to help him and his wife Maggie get a mobile home through MLF’s Habitat on Wheels program.

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