The Big Issue Foundation

Campaign // Stop Pretending They Aren’t There.

Brief // Create awareness of the homeless and highlight the seriousness of the issue. The integrated marketing campaign should help to push donations for the organization.

Concept // With a simple and direct message, the campaign aims to relate the real issues that the homeless are facing in the society, that is they are often ignored or treated as invisible. Without over-glamourizing or exerting too much budget on this donation campaign as many other social campaigns do, since the money could have been better used as part of the funding, this campaign seeks to be just as effective without compromising results.

Award // Crowbars 2008 finalist. Represented Lasalle at D&AD New Blood 2008.

Press ad // In conjunction to the main concept, the press ads will also feature small homeless figures around the page. They are strategically placed to blend into the articles yet remaining visible to the eye. Smaller ad spaces also make this ad significantly cheaper.

 Web banner // This digital ad consists of a small banner (which is far cheaper) and several small homeless figures around the page. They are symbolic of the homeless being around us, with the various news and articles representing our society, yet getting treated like they never existed. Clicking on the banner brings the user to The Big Issue Foundation’s Donation webpage.

Ambient // This bus-stop ambient ad features a life-size homeless person sleeping on the bench. It is meant to mimic a real-life situation as the homeless often use benches as their make-shift bed. When a commuter sits on the bench, the message is amplified as it appears as though he is treating the homeless person as invisible.

Guerilla // Besides postcards, printed napkins can also be distributed at restaurants. The physical nature of the napkins allows the homeless figure to be covered up partially as though he is covered in a blanket.