Published on Apr 26, 2014

A stunning video produced by ad agency Silver + Partners and Smuggler for the New York City Rescue Mission, shows just how invisible homeless people are to pedestrians on the street.

The social experiment is part of the new campaign  Make Them Visible. The video, staged in Tribeca and Soho near the mission’s shelter,  shows several people disguised as homeless being ignored by loved ones passing by. Even when coming face-to-face with their relatives and significant others, not a single participant recognizes their mother, brother or wife.

“We don’t look at them. We don’t take a second look,” Michelle Tolson, director of public relations for the New York City Rescue Mission, told The Huffington Post.

Would you recognize a family member posing as a homeless person on the street?

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