WCRS is launching a provocative press and poster campaign this week
to commemorate Centrepoint’s 30th anniversary.
The campaign, which will run across London in titles including the Big
Issue and Time Out, aims to bring the issue of youth homelessness to the
front of people’s minds as Christmas approaches.
’The new work is designed to challenge each of us as individuals to
become part of the solution and not turn a blind eye, as is so often the
case on the streets of London,’ Bobby Hui, the associate planning
director at WCRS, said.
One execution features a picture of a cardboard box under the headline,
’Help us replace this roof’, while another reads, ’Do something no
homeless person can. Complete this coupon.’ Underneath the copy is a
cut-out donation form requesting the person’s name, address and bank
Additional copy explains that ’... without an address, you can’t get a
job. Without a job, you can’t earn money. Without money, you can’t get
an address. Centrepoint is a charity that helps the young homeless break
Both ads carry the helpline number, 0800 23 23 20.
Victor Adebowale, the chief executive of Centrepoint, said: ’Celebrating
our 30th birthday this year doesn’t stop the need to be immediate in our
communications. The campaign continues our strategy of putting
homelessness back on to the agenda.’
The campaign was written by Nick Kidney and art directed by Kevin
Media planning and buying are handled in-house.