Address the invisible

Medals Won

• 🥇 GOLD – Consumer Products and Services
• 🥉 BRONZE – Not for Profit

Campaign Overview

In Mexico, more than 47 million people live without a home or an official address, making them invisible to the government and society. Without an address, they cannot access basic services like identification, mail, or emergency care. The “Address the Invisible” campaign, spearheaded by Techo in collaboration with Google, used innovation and technology to give these communities a voice, visibility, and dignity.

This groundbreaking initiative combined physical housing with geolocation technology (Google’s Plus Codes) to create a lasting impact on marginalized communities.

Creative Concept

The campaign revolved around a powerful insight: “There should not be a person without a house, nor a house without an address.”

• Techo provided homes, offering a foundation for dignity and stability.
• Google’s Plus Codes gave these homes addresses, allowing residents to access essential services like mail delivery, ambulance calls, and official identification.
• Public Relations and Partnerships: A PR strategy amplified the initiative’s reach, engaging local governments and media to spread awareness.

By addressing both the physical and social invisibility of these communities, the campaign fostered empathy and spurred systemic change.

Execution Strategy

The campaign unfolded in several phases:

1. Fieldwork: Identifying communities that met the criteria for intervention.
2. Technology Training: Google engineers trained Techo volunteers to map communities using Plus Codes.
3. Government Collaboration: Local authorities were engaged to plan infrastructure like drinking water, electricity, and paved roads.
4. Media Amplification: PR efforts highlighted the innovative use of technology to restore dignity to underserved communities.
5. Social Media Content: Documenting and sharing the impact to inspire further action and donations.

Impact and Results

The campaign achieved remarkable results:

• 112 communities mapped, impacting 1,256 families with homes and addresses.
• $3.3M USD in donations secured through visibility and credibility.
• Over 105.3M digital impressions, raising awareness of marginalized communities.
• Enabled families to access essential services, fostering safety and recognition.
• Engaged government leaders, prompting broader systemic improvements for the communities.

Why It Worked

By addressing both the tangible and intangible needs of underserved communities, Address the Invisible transformed lives. The combination of innovative technology, collaborative partnerships, and strategic storytelling ensured a lasting impact that not only improved living conditions but also restored dignity and hope to thousands.