Challenge
Homelessness is worsening in the UK, with a staggering 300,000 households facing the harsh reality of being forced out of their homes.
Crisis needed to increase the nation’s awareness around homelessness and provide a greater understanding of the work they do. We set out to make homelessness impossible to ignore in both our creative and our media.
Solution
Alex, a 2.5 tonne, 4.3m high, hyper-real sculpture sat at the heart of this campaign. We placed the sculpture in London and Birmingham, two prominent UK cities, to increase exposure. QR codes were placed around the sculpture, leading visitors to the Crisis website.
Alex, a 2.5 tonne, 4.3m high, hyper-real sculpture sat at the heart of this campaign. We placed the sculpture in London and Birmingham, two prominent UK cities, to increase exposure. QR codes were placed around the sculpture, leading visitors to the Crisis website.
We used geo-fencing with Mobsta to continue storytelling on mobile devices. Channel 4 showcased a hero film during a one-off ad break that included a cobranded ident and a 10" solus spot. Our C4 activity included linear programming, presence across All4 content, C4 YouTube channel, All4 AdPause screen, and a Homepage Takeover across the All4 site. We also added incremental AV reach with ITVX and Sky VoD.
Result
The campaign generated 60 pieces of significant media coverage with a reach of 2.9million, resulting in multiple uplifts in campaign messaging pre-to-post, including an uplift of 36% to 44% on the metric Crisis provides year-round support and advice for people who are homeless, and ‘Crisis campaigns for long-term solutions to homelessness’ rising from 38% to 45%. ¼ of UK addressable adults also recognised some part of the campaign, delivering an annual high against this metric.
The campaign generated 60 pieces of significant media coverage with a reach of 2.9million, resulting in multiple uplifts in campaign messaging pre-to-post, including an uplift of 36% to 44% on the metric Crisis provides year-round support and advice for people who are homeless, and ‘Crisis campaigns for long-term solutions to homelessness’ rising from 38% to 45%. ¼ of UK addressable adults also recognised some part of the campaign, delivering an annual high against this metric.
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