Santander's Powerful AR Experience Shows the Misunderstood Realities of Homelessness

The bank puts you 'In Someone Else's Shoes'

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Jen doesn’t like to complain about her circumstances or ask for help, even with her mother. Instead, she wakes up before dawn and gets ready for work in her car, where she’s living.

She’s one bad break—or some unpaid parking tickets—away from complete financial ruin.

The 35-year-old nurse’s assistant and others like her are at the heart of a short film and augmented-reality app from Santander Bank in Boston and agency Arnold. The project, called “In Someone Else’s Shoes,” spotlights a little known statistic within the homeless population: 25 percent are employed—some, like Jen, with full-time jobs—but can’t afford to keep a roof over their heads.

The brand calls it a “social impact initiative” with several goals, among them changing perceptions of the working homeless and raising money for permanent housing.

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