Guardian x Depaul

NATIONAL FUNDRAISING CAMPAIGN

BREAKING THE CHAIN OF HIDDEN HOMELESSNESS

Challenge

The Guardian Christmas Charity Appeal had chosen to support Depaul and other homelessness charities.

They wanted to raise awareness for hidden homelessness. And they didn’t want to show any stereotypes in the process.

No sleeping bags. No cardboard signs. No fingerless gloves.

Idea

No home = No key.

My creative partner Katie and I condensed real life stories of homelessness into brightly coloured key chains - with the Guardian charity appeal as the key to help solve the issue.

Charity 2017_Instagram_800x800_£1.5 Million.jpg

Result

The campaign ran in press and social and was supported by a range of articles on theguardian.com, from editor-in-chief Katherine Viner to beauty columnist Sali Hughes’s personal experience of hidden homelessness.

The campaign raised just over £1.5 million for homelessness shelters.

I wrote copy across press, digital, social, and CRM.