Winners & Shortlists

STREET STORIES

TitleSTREET STORIES
BrandDEPAUL UK
Product/ServiceHOMELESSNESS CHARITY
Category A06. USE/CURATION OF IMAGE(S)
Entrant Company PUBLICIS LONDON, UNITED KINGDOM
Advertising Agency PUBLICIS LONDON, UNITED KINGDOM
Credits
Name Company Position
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.