This Bombas Campaign Targets Those Who Were Conditioned to Look Away

The brand wants to shock commuters by reframing homelessness as a feasible reality

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

In the middle of her interview, Air Force veteran and single mom Colleen Bushnell pauses to ask someone behind the camera if her responses are helpful. After facing three years of homelessness, it isn’t that she doesn’t know how to articulate her experiences—she just isn’t sure what to say to get people to care. 

“If workaholism is sexy, then compassion is an inconvenience,” says Bushnell, who likens homelessness to being in arm’s reach of people who are watching you drown. 

Bushnell

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in