There is growing concern in the Bay Area that technology isn’t being all it can be in the social justice realm. Why aren’t tech companies working harder to cure societal ills? Can’t nonprofit organizations and charities use new tech as effectively as commercial businesses? One startup that aids individuals experiencing homelessness is taking these concerns to the street — literally.

Kevin Adler (pictured), founder and chief executive officer of Miracle Messages, understands the problem of homelessness intimately. He grew up with a homeless uncle who suffered from schizophrenia. He believes dehumanization of the homeless is a huge problem. “We define them by their lack of one physical need,” he said.

One day, he got an idea while visiting Facebook inc.’s social media platform on his smartphone, where users are constantly connected to one another through status updates and messaging. “I asked this question: How would Jesus use a smartphone? How would Jesus use a GoPro camera?”

Adler, who was reared in the Christian faith, began a side project. It uses technology and social media to reunite homeless people with family and friends.

Adler spoke with Jeff Frick (@JeffFrick), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during The Conference Board’s Innovation Master Class event in Palo Alto, California. They discussed the overlooked realities of homelessness and the successes of Miracle Messages in reconnecting homeless people with family.

Facebook video gets the message out

Adler took to Market Street in San Francisco and gave homeless volunteers wearable cameras to capture their daily experiences. “I heard over and over again people say, ‘I never realized I was homeless when I lost my housing, only when I lost my family and friends,'” he said.

Adler took the video of a man who hadn’t seen his family in 22 years and posted it in a Facebook group in his hometown. Within an hour, it had 100 shares. It made the local news that evening. Classmates came forward to connect with the man. Someone working in construction asked if he needed a job. A person from the mayor’s’ office asked if he needed healthcare.

Eventually, the man’s sister turned up and said he’d been listed as a missing person for 12 years.

“That’s when I quit my job and started doing this work full time,” Adler said.

So far, Miracle Messages has led to 175 reunions. It operates a hotline — 1-800-MISS-YOU. Those interested in learning more or volunteering can visit MiracleMessages.org.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of The Conference Board’s Innovation Master Class event.

Photo: SiliconANGLE