GGT is preparing to take the Big Issue on to the cinema screen for the
first time as the weekly charity magazine for the homeless unveiled its
latest sales increase.
The cinema campaign will comprise six to eight different executions and
will be produced free of charge by GGT and its suppliers. Scripts have
already been agreed and the agency is in the process of signing up
directors and producers to work on the ads.
Media planning will be handled by the Big Issue’s advertising and
marketing director, Dermot McPartland. There is no buying as such,
because media owners either donate space for free, or the Big Issue
The cinema ads will continue the established theme of focusing on the
content of the magazine, portraying it as a gritty read, rather than as
a charitable buy. Work is set to be shown in the spring and will run
through the summer.
Helen Skates, account director for the Big Issue at GGT, said: ‘We have
approached a number of top directors, but no-one has yet been
The move coincides with the title’s latest ABC figure, which revealed a
year-on-year increase for the fifth successive year. Sales jumped to
120,960 copies, an increase of 18.4 per cent.