Crisis reveal the harsh reality of rough sleeping with striking new campaign
Purpose driven creative and strategic agency GOOD have worked with national homelessness charity Crisis to produce their new rough sleeping campaign. The campaign focuses on the insight that those sleeping rough “always keep one eye open”, based on people’s lived experience and the reality they face.
The cold, isolation and terror is something no one should have to go through. The creative centres on lived experience, that the first night sleeping rough doesn’t involve any sleep. It highlights that this is a situation people are pushed into, it’s never a choice.
The campaign will run in large, immersive OOH formats to cut through the noise in the run up to Christmas and highlight the issues of homelessness at this time of year. Most notably, the campaign will appear on 96-sheet digital sites in Birmingham and West Midlands. It will also run across digital channels and press channels.
Andy Powell, Creative Director at GOOD says “Who better to tell the harrowing truth of rough sleeping, than people who have experienced it first-hand? It’s not just the cold, it’s the worry and fear. Using real quotes dramatises just how important it is to make this someone’s last night without a home.”
Suzanne Millar, Christmas Campaign Programme Lead at Crisis, says “We’re really pleased to have worked with GOOD to help shine a light on how unimaginably brutal rough sleeping can be, by putting the voices of people who’ve endured it at the heart of this campaign.
“From being kicked, punched, ignored and isolated – these were just some of the things people rough sleeping told us they’d experienced simply because they don’t have a home. This cannot continue.
“Later this week we’ll be opening our Christmas services which will see nearly 600 people, who would otherwise be sleeping rough in London, provided with warmth, companionship and somewhere safe to stay, as they begin to rebuild their lives. We hope this campaign will bring vital awareness to our work to end homelessness, so that one day we won’t be needed at all.”
Posted by Lucy Martin
