Client: Centrepoint
Making homeless young people unignorable
Homeless young people often feel ignored. By the homes they’ve been forced to leave behind. By their teachers, parents, friends. By the world. So we used the biggest display in London to make them unignorable. Piccadilly Lights.
To make them even more unignorable, we plastered their stories all over London. Written in second person, the ads invited people to really feel what it’s like to be young and homeless for themselves.
The perfect placement? Underground platforms. Hitting bored commuters with something genuinely interesting to read. Playing off the unspoken rules of London’s transport network – ‘look no one in the eye’, ‘keep your head down’, ‘don’t say a word’.
We saw a 41% increase in donations where the outdoor advertising ran.
Finally, for Direct Mail, we continued to put donors in the shoes of homeless young people. We focused on the psychological damage caused by living in constant fear, dialling up the urgency by showing that the longer it goes on, the harder it is to reverse.
