| Title | STREET STORIES |
| Brand | DEPAUL UK |
| Product/Service | HOMELESSNESS CHARITY |
| Category |
A06. USE/CURATION OF IMAGE(S) |
|
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 |
| Steve Moss |
Publicis London |
Copywriter |
| 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 |
Creative Execution
Under the campaign line, “Don’t let their stories end on the street”, we worked with some of the UK’s best up and coming street artists, using the streets where the homeless slept to tell their stories.
The images of homeless kids and their stories were compiled on the street stories website.
And instead of donations we asked the public to buy a limited edition portrait inspired by the stories.
Every time a screenprint was bought, a section of the digital walls was cleaned away. Brick by brick, the tragic stories were removed from the street.
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 - young urban professionals.
Decrease in negative perception by 17 points.
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.
Charity Depaul UK wanted to find a way of challenging these beliefs in the hope that people would be more willing to help if they knew the truth. But they didn’t have money for a big budget ad’ campaign.
Research by social psychologists show that prejudice against the homeless can be effectively challenged by learning more about them. And this contact can be as effective online, as in the real world.
We decided to tell the real stories of how homeless people ended up on the street to challenge preconceptions, raise awareness and raise money.