| Title | STREET STORIES |
| Brand | DEPAUL UK |
| Product/Service | HOMELESSNESS CHARITY |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
PUBLICIS LONDON, UNITED KINGDOM
|
Credits
| Andy Bird |
Publicis London |
Executive Creative Director |
| Pavlos Themistocleous |
Publicis London |
Digital Ecd |
| Jolyon Finch |
Publicis London |
Art Director |
| Chris Boyton |
Publicis London |
Account Director |
| Anthony Harris |
Publicis London |
Strategist |
| Sarah Clifford |
Publicis London |
Agency Producer |
| Mark Wesley |
Publicis London |
Photographer |
| Colin Hickson |
Publicis London |
Agency Executive Producer |
| Sam Holmes |
Publicis London |
Agency Producer |
| Doug Gillen |
N/A |
Director/Editor |
| Ben Slow |
N/A |
Artist |
| Best Ever |
N/A |
Artist |
| Josh Jeavons |
N/A |
Artist |
| David Shillinglaw |
N/A |
Artist |
| Mike Fitzgerald |
Publicis London |
Senior Digital Project Manager |
| David Clarke |
Publicis London |
Head Of Technology |
| Richard Nelson |
Publicis London |
Lead Interactive Developer |
| Richie Wykes |
Publicis London |
Head Of Design |
The Brief
Studies show that a surprising number of people think the homeless are on the street because they’re lazy, preferring a life of drink and drugs over work and paying taxes.
Depaul UK wanted to find a way of challenging these beliefs to help raise money.
Founded by the Catholic Church they’ve struggled reaching audiences beyond the network of church congregations with whom they are affiliated.
With church attendances shrinking and an ageing demographic, Depaul also wanted to use the campaign to access a younger, socially aware audience.
But they didn’t have the money for a big budget ad’ campaign.
Creative Execution
Depaul UK wanted to challenge prejudice against the homeless. By telling the stories of how they ended up on the street we directly confronted the public’s preconceptions, inviting them to connect with homeless people on a personal level.
And by using street art as the medium to tell these stories we helped to draw in a younger audience for the charity.
Making the art available to view and buy online allowed us to access a global audience enabling us to raise money and awareness on a very tight budget.
Describe the creative solution to the brief/objective.
Research by social psychologists shows that prejudice against the homeless can be effectively challenged by learning more about them.
We decided to tell the stories of how homeless kids ended up on the street as a way of tackling preconceptions.
Bearing in mind our objective of accessing a younger audience, we worked with some of the UK’s best up and coming street artists, using the streets where the homeless slept as a canvas on which to tell their stories.
And instead of traditional donations we asked the public to buy one of 150 limited edition portraits inspired by the stories.
Results
A 100% sell through of our screenprints.
£12,000 raised which paid for 800 nights in emergency accommodation for vulnerable homeless kids.
The campaign cost just £2,784 to produce. This represents a 331% ROI.
The campaign was picked up by online and mainstream media including the BBC News.
54 million media impressions.
£2.64 million earned media.
Engaged a new audience for Depaul UK: young urban professionals.
17% decrease in negative perception of homelessness.