Title	THERE'S ANOTHER SIDE TO THE STORY
Brand	DEPAUL UK
Product/Service	YOUTH HOMELESSNESS CHARITY
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	PUBLICIS LONDON, UNITED KINGDOM
Advertising Agency	PUBLICIS LONDON, UNITED KINGDOM

Name	Company	Position
Andy Bird	Publicis London	Executive Creative Director
Ben Smith	Publicis London	Copywriter
Dan Kennard	Publicis London	Art Director
Will Arnold-baker	Publicis London	Business Director
Tom Froggett	Publicis London	Account Manager
Ant Harris	Publicis London	Planner
Louis De La Moriniere	Publicis London	Planner
Debbie Burke	Publicis London	Head Of Operations
Steve Mcfarlane	Publicis London	Executive Agency Producer
Greg Collier	Publicis London	Agency Producer
Ed Page	Publicis London	Agency Producer
Andy Breese	Publicis London	Head Of Art And Design
Mark Wesley	Publicis London	Photographer
Dave Stansfield	Publicis London	Designer
Claire Lillis	Publicis London	Art Buyer
Sarah Clifford	Publicis London	Art Buyer

Brief Explanation

Recruiting volunteers to donate their spare room. Depaul’s Nightstop project gets young people off the street and into the spare rooms of volunteers. With a 300% rise in demand for Depaul’s services in the past year and a media budget of virtually zero, we needed a clever way to promote volunteering. Our research showed 50% of people felt anxious about allowing a young, homeless person into their homes and 87% said they wouldn’t take a homeless person in. We had to understand the reasons why, acknowledge our audience’s concerns and show the positive benefits of getting involved.

Results and Effectiveness

Helping young people turn a corner for real. The campaign appeared on BBC TV News, national radio and on over 70 blogs. It was trending at number two on Reddit with around 4 million views. We generated 69 million media impressions and 6 million people directly viewed the work. On a £0 spend, total earned media value was estimated at £1,589,857. Web traffic was up 600% on the previous week. Total volunteer enquiries increased by 6100% on the previous month. If all enquirers become volunteers, it would be equivalent to increasing Nightstop’s London capacity by 50%.

Creative Execution

There’s another side to the story. The creative idea uses two posters placed either side of a street corner. As Nightstop is a charity, and can’t afford paid media sites, our strategy was to approach partners and ask them to donate the space. The poster on the left side sums up the negative preconceptions people have about giving up their spare room to a homeless youth. But when both sides are read together these preconceptions transform – showing the positive reality of becoming a Nightstop volunteer. The work ran across six sites with the aim of being shared more widely online.

Insights, Strategy and the Idea

Advertising on street corners where young people sleep rough. We targeted areas with high concentrations of young homeless people, where Depaul Nightstop has an urgent need of spare rooms. We chose a print campaign and sought donated, non-traditional sites – important given our lack of budget. To increase their effectiveness, we placed posters in the locations most likely to evoke a response – the very street corners where homeless youths sleep. This strengthened the link between the issue the ad is addressing and the people who can solve it.