Winter is when people experiencing homelessness need help the most. To create empathy at the moment it mattered most, we jumped on the ASMR trend but flipped it on it’s head. HOMELESS ASMR is a social-first campaign that launched natively on YouTube designed to appear like any other trending ASMR video until the discomfort sets in. Instead of soothing sounds, we featured sounds on the streets that keeps the homeless wide awake. The message was simple: What puts you to sleep, keeps the homeless wide awake.