Title | PAY IT FORWARD |
Brand | THE BIG ISSUE |
Product/Service | THE BIG ISSUE |
Category |
D01. Local Brand |
Entrant
|
FCB INFERNO London, UNITED KINGDOM
|
Idea Creation
|
FCB INFERNO London, UNITED KINGDOM
|
PR
|
FCB INFERNO London, UNITED KINGDOM
|
Production
|
ARCHER'S MARK London, UNITED KINGDOM
|
Additional Company
|
THE BIG ISSUE London, UNITED KINGDOM
|
Additional Company 2
|
MONZO London, UNITED KINGDOM
|
Credits
Owen Lee |
FCB Inferno |
Chief Creative Officer |
Fred Levron |
FCB |
Worldwide Creative Partner |
Ben Edwards |
FCB Inferno |
Creative Director & Lead Art Director |
Guy Hobbs |
FCB Inferno |
Creative Director & Lead Copywriter |
Martin McAllister |
FCB Inferno |
Creative Director |
Jessica Giles |
FCB Inferno |
Senior Art Director |
Austin Hamilton |
FCB Inferno |
Senior Copywriter |
Bridie Scriven |
FCB Inferno |
Senior Creative Producer |
CC Clark |
FCB Inferno |
EMEA Director of Communications |
Laura Pirkis |
FCB Inferno |
Senior Strategist |
Lucie Newlan |
FCB Inferno |
Senior Strategist |
Becci Salmon |
FCB Inferno |
Joint Design Lead |
Matt Johnson |
FCB Inferno |
Senior Artworker |
Isabelle Soskice |
FCB Inferno |
Senior Account Director |
Gemma Corridan |
FCB Inferno |
Account Director |
Nikki Chapman |
FCB Inferno |
Director of Production |
Hanna Davis |
FCB Inferno |
TV Producer |
Jack Margerison |
Jack Margerison Photography |
Photographer |
Lara McCullagh |
The Big Issue |
Group Marketing & Communications Director |
Myles Desenburg |
Archer's Mark |
Director |
Kirsty Lane |
Archer's Mark |
Producer |
Lewis Isaacs |
Monzo |
Vulnerable Customer Specialist |
Kunal Singhal |
Monzo |
Engineer |
Paul Cuthbertson |
Monzo |
Engineer |
Cultural / Context information for the jury
The number of homeless people in the UK has soared since the financial crisis; 1 in every 200 people in Britain are now homeless.
The Big Issue was established in 1991 to provide the homeless with a viable alternative to begging. 200 million copies have been sold since its inception and more than 1,300 vendors sell the magazine weekly.
For years, the business model was seen as an innovative solution to tackling poverty. And the publication had a reputation for providing high quality content, connecting the public to the disenfranchised in a way no other publication could.
However, times have changed and the Big Issue has struggled to change with them. The British public have lost interest. The magazine is now perceived as “a charity rag” and the public now have limited knowledge of the business model, believing buying a magazine is equivalent to giving money to a beggar.
Please tell us about the brand in relation to the locality or market where the product / service is distributed
The number of homeless people in the UK has soared since the financial crisis; 1 in every 200 people in Britain are now homeless.
The Big Issue was established in 1991 to provide the homeless with a viable alternative to begging. 200 million copies have been sold since its inception and more than 1,300 vendors sell the magazine weekly.
For years, the business model was seen as an innovative solution to tackling poverty. And the publication had a reputation for providing high quality content, connecting the public to the disenfranchised in a way no other publication could.
However, times have changed and the Big Issue has struggled to change with them. The British public have lost interest. The magazine is now perceived as “a charity rag” and the public now have limited knowledge of the business model, believing buying a magazine is equivalent to giving money to a beggar.