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There are almost 50,000 Queenslanders who don’t have safe or secure housing. It’s one of the state’s most concerning problems, but the perceived significance of this crisis was low amongst government and the wider public. Compounding the issue was general messaging fatigue and apathy towards homelessness and uniformed preconceptions about why people are homeless. Given only two weeks from brief to be in market and create state-wide action, we reframed the issue and highlighted something that hit much closer to home: the fact that this collective population is greater than 98% of Queensland’s towns – a stat too big to ignore. The campaign sought direct action from the public in the form of demanding greater investment in social housing from state leaders.