(Video) A “Quick Fix” to Homelessness?

Check out this bizarre, yet eye-opening, campaign for LA Mission.  Gwen and Maxi are about to attempt their most amazing fix yet. Lionel, a 54
year old living on Skid Row in Los Angeles. Can they help him turn his life
around in just 1-day? Watch Lionel's transformation!




- Los Angeles Mission celebrates 75 years of helping and healing the
community –


Los Angeles, CA – It’s true – often there is
no such thing as a quick fix. This week, in partnership with the Los
Angeles Mission, 180 Los Angeles (180LA) launched the campaign “Quick Fix,” to
raise awareness around the misconceptions of homelessness.


The anchor of the campaign is a television spot based
around a take off of a reality makeover show, where the hosts find a homeless
man from the Los Angeles streets and create a “new and improved” version of the
person with some quick grooming and new clothes.


After the mock makeover, the man is delivered back to the
streets – still finding himself in the same position as where he started,
homeless and struggling. The reality show format is topical and parallels the
disconnect between the reality and perception of homelessness.


 “The homeless are real people
with real problems who need legitimate care. Not just a cosmetic makeover,” says
180LA Creative Director, Gavin Lester. 



The point drilled home really is – there is no quick fix to
homelessness. The campaign was inspired by the true story of the man with the
“Golden Voice,” Ted Williams. The once homeless Williams, turned overnight
Internet sensation, was discovered on the streets for his amazing voice.


After his web video went viral, Williams received a hefty
makeover and multiple job opportunities but still struggled with his long
battled – and much publicized – addictions. Thrust into the spotlight with no
support, he quickly relapsed. Now with proper care, support and a commitment to
a healthier way of life, Williams says he is on the mend.


75 years of helping and healing

This campaign coincides with the celebration of the Los
Angeles Mission’s 75th year as a provider of hope, help and
opportunities to men, women and children in need in Los Angeles and the Skid Row
area. The Los Angeles Mission strives to be a world leader among missions that
provide for the poor, restore the addicted and eliminate homelessness by
supporting self-sustaining futures.


“The Los Angeles Mission
believes that “The Quick Fix with Gwen and Maxi” is a fun way to focus on a very
serious problem; homelessness,” said Herb Smith, president of the Los Angeles
Mission.  “The Mission’s 75 year experience is that there is no easy way to
restore a life devastated by homelessness – no quick fix.  The men and women who
have graduated from our program have worked long and hard to achieve that
success – and we stand ready to help anyone who needs it.  We thank the actors,
producers, directors, camera crews, editors and the team at 180LA who made this
very engaging PSA.”


Campaign “Quick Fix” aims to support the Los Angeles
Mission’s goal to end homelessness by increasing awareness and educating people
of the Mission’s work, ultimately encouraging people to donate via the Mission
website. The 30-second spot will start to air this week on television stations
ABC, NBC, CBS & KCAL, CW, KTTV & KCOP-TV, and cable TV station Adlink, who have
donated the time. In addition radio stations like KDAY-FM, KOST-FM, and KROQ-FM
have donated airtime as well. A dedicated site and social media will further
support the campaign. This is the first of several efforts from 180LA in support
of the LA Mission.


About the Los Angeles Mission:

For 75 years,
the Los Angeles Mission has served the people of Skid Row, providing emergency
services such as shelter, food, clothing, as well as professional medical and
dental services.  In addition, the Los Angeles Mission also offers long-term
residential rehabilitation programs including education, job training/placement,
transitional housing and counseling. 



About 180

180 is an international
creative agency with offices in Amsterdam and Los Angeles. A part of Omnicom
Group Inc. (NYSE: OMC), 180 employs 200+ people from over 30 countries. 180’s
client roster includes adidas International, Sony Consumer Electronics USA, Sony
Corporation, Boost Mobile, Mitsubishi Motors North America, HBO, Eli Lilly,
Sauza Tequila, DHL and Omega Watches. 180 specializes in consumer, brand and
product strategy, and offers a spectrum of expertise, including: content
creation, digital marketing, retail marketing, design and advertising. For more
information, visit

or follow us
on twitter @180LA.


Complete list of
stations who donated airtime: (TV) KTLA-TV, KABC-TV, KNBC, KTTV & KCOP-TV,
KCBS-TV & KCAL-TV and cable TV station Adlink; (radio) KPWR-FM, KLOS-FM, KBUE/KHJK/KWIZ-FM,


release via LA Mission

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