GGT has launched its first nationwide poster campaign for the Big
Issue, the weekly magazine sold by the homeless.
The campaign, which breaks this week on Adshel sites around Britain,
uses Beatrix Potter style figures to illustrate how sleepy life can be
in the country.
’Nine pm and all Bouncer could hear was the sound of dentures dropping
into Steradent,’ reads one poster, which shows a couple of bored-looking
rabbits on their way to bed. Another execution shows a hedgehog. The
headline reads: ’’My life is saucers of milk and waiting for the tractor
tyre with my name on it,’ mused Mrs Twinkle.’ Both end with the tagline:
’Because the city is where you live.’
Written by Jonathan Budds and art directed by Christine Jones, the
campaign continues the Big Issue’s drive to position itself as a
magazine in its own right rather than just a good charity read.
It will back up an on-going series of radio commercials and two cinema
spots which aired last year. The Big Issue also inserted a
heat-sensitive postcard in Campaign.
The posters were crafted in a Beatrix Potter style by the artist, David
Humphries. GGT and the Big Issue handle all media buying between
The Big Issue is sold by homeless people, who each receive a portion of
the cover price. It recently hit the headlines over an interview with
the Labour Party leader, Tony Blair, in which Blair was quoted as saying
he did not give money to beggars. He did, however, praise the magazine
itself and the general principle of self-help.