CLIENT:
Crisis
PROJECT:
The First Day
Crisis at Christmas Integrated Campaign
Our Crisis at Christmas Campaign changed the narrative of homelessness, by giving people with lived experience the opportunity to tell their own story.
Crisis at Christmas is one of the UK’s largest and most loved Christmas fundraising appeals. We used it to challenge the idea that homelessness is inevitable. We helped people tell their own stories of their “First Day” at Crisis, which was the start of their life beyond homelessness. The campaign ran across radio, press, digital, OOH and cold and warm DM campaigns, in addition to a partnership with Lloyds Bank.
People with lived experience of homelessness were at the heart of this campaign. We worked collaboratively with three people Crisis has supported – Michelle, David and Saleeha – to tell their own stories authentically across every channel. We used AI to turn their handwriting into a bespoke font for the campaign’s headline quotes. And in an industry-first, we used the Cyclops first-person camera to immerse the audience in the most visceral way possible.
