WCRS unveils 30th anniversary work for Centrepoint

WCRS is launching a provocative press and poster campaign this week to commemorate Centrepoint’s 30th anniversary.

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

details.



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

this cycle.’



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

Stark.



Media planning and buying are handled in-house.



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