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The charity End Youth Homelessness has a new awareness campaign with a powerful message of hope.

Instead of depicting only the negative situation of homeless youth, the ads by WCRS invert images of young people sleeping on the streets so that they look like superheroes and their sleeping bags become capes billowing in flight. The campaign aims to change the public’s perception of youth homelessness and show young people’s potential to turn their lives around. It was created by David Dearlove and Richard Nott, with photography by Dan Medhurst, and is running in 100 sites across the UK. Jack Agency donated media space.