LONDON, May 10, 2010 /PRNewswire/ -- Publicis London today launches an innovative iPhone application, iHobo, to challenge perceptions surrounding homelessness. The app, the first ever to feature interactive live action video footage, has been developed on behalf of homelessness charity Depaul UK.

The free iHobo application downloads a virtual homeless person on to the user's iPhone and effectively demonstrates in real time the complexity of homelessness; lack of shelter, food and money, emotional distress, isolation, drug use, crime and physical and mental abuse. It can be found by simply searching for 'iHobo' in iTunes or via the link http://itunes.apple.com/gb/app/ihobo/id364005732?mt=8.

The charity is looking to attract a new generation of young, affluent donors to continue its work. Paul Marriot, CEO of Depaul UK, said: Homeless young people are often stereotyped and looked down upon. When they sleep rough, they are highly vulnerable and face very real risks. But they are just like any other young person and, with the right support, they can be back on their feet and fulfil their undoubted potential.

By creating this app we aim to dispel negative stereotypes of young homeless people and raise awareness of the reasons that young people become homeless and the emotions that they feel. We wanted to create an app that would stand out and make people pay attention, and make people think about how they can make a difference.

Over three days iHobo is the iPhone user's responsibility with every decision made - such as offering food, money or emotional support - impacting on his life. It uses Apple's most recent Push Notification technology to send alerts to the user when iHobo needs help. Once the application cycle is complete it makes the point that homeless people are in fact not hobos and the user is invited to make a donation directly to Depaul UK. Depaul UK and Publicis are keen to start a debate around youth homelessness, government commitment, general awareness and the solutions to these problems.

By using a controversial and emotive name, they aim to encourage debate, raise awareness and start a discussion on a broad level with those that have not previously been aware of it. iHobo is not intended to be a negative reflection on young homeless people. The application questions the labels that are often placed upon homeless people and the misconceptions that people have about homeless people, how they have found themselves in this situation and the options available to them.

Tom Ewart and Adam Kean, joint executive creative directors, Publicis London, said: We wanted to reach that elusive generation of young, affluent donors, who tend to exist in a world defined by their mobiles. It's been a complicated process getting live interactive footage onto an app, but doing something that's never been done before was never going to be easy.

The application seeks to raise awareness to the general public that there is a real need to tackle the causes of homelessness and promote long term support, rather than short term solutions. Organisations like Depaul UK not only provide safe accommodation, but provide the skills, training, counselling and support needed to ensure that young people can become independent individuals that are able to fulfil their potential.

NOTES TO EDITORS:

To download the app click on http://itunes.apple.com/gb/app/ihobo/id364005732?mt=8or search for 'iHobo' in iTunes. To find out more about iHobo visit the dedicated microsite http://www.ihobo.org

SOURCE: Publicis London

CONTACT: For more information please contact: Catherine Turner -catherine.turner@publicis.co.uk, +44(0)20-7830-3476