Big Issue launches national posters

GGT has launched its first nationwide poster campaign for the Big Issue, the weekly magazine sold by the homeless.

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

them.



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.