Many homeless people are becoming quite creative with their signage. The Coin Toss sign above is one example. The level of advertising acumen present varies, but the hope of grabbing your attention prevails whether you are invited to play a game or take part in an unnatural act. These messages also contain a bit of humor, and a vulnerability you won’t see in mainstream advertising. Sometimes the sign maker has merely copied another’s good idea, but sometimes, the sign you see is original. These signs are more than appeals. They are evidence of cleverly calculated communications crafted to reach a specific audience. They are also let us glimpse the minds and hearts of these fellow human beings.