2019 Print & Publishing

PAY IT FORWARD

TitlePAY IT FORWARD
BrandTHE BIG ISSUE
Product/ServiceTHE 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
Name Company Position
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.