The opportunity to work with Health Care for the Homeless presented us with some unique strategic challenges. The audience for the site is incredibly broad and varied. For opinion or policy leaders and agency supporters, the website needed to first address and dispel the myths and misconceptions around homelessness, and then move to engage the user in the organization's mission. We recognized the value in utilizing various mediums for storytelling for these individuals, who are receptive to an experiential path. For the homeless population and those that support them through their personal or professional relationships, the website needed to provide distinct paths to specific and relevant information.