What is it about the homeless that makes most people cringe? The minute you see them, do you also see your worst fears and financial nightmares come to life? Do you know a family member or friend who you feel has “given up on life” and when you see the homeless, are bad feelings triggered for you? Whatever the case, producer and marketer Rob Bliss is trying to change your mind. To benefit Degage Ministries, a charitable organization in Michigan, Rob created a program “to help transform the lives of homeless veterans, inside and out.”
In the video above, which has drawn more than 10 million views in just 5 days, homeless veteran Jim Wolf gets a drastic makeover. A stylist cuts his hair, trims his beard and puts him in a new suit. Rob hopes the video gets people “to look at any homeless person on the street and see the mirror image of them — the image of someone who would look socially acceptable — realize that potential, that ‘what if,’ and root for their success… They can look like they’re meant for the cover of GQ — they have that potential too.”
In the beginning of the video we are told that Jim struggles with poverty, homelessness and alcoholism. By the end, we are informed that he is now scheduled to have his own housing and is attending Alcoholics Anonymous meetings for the first time ever.