Our work urging the Government to do better for young people saw us awarded as Charity Today's PR Partner of the Year 2024.
The Challenge
In 2022-23, 135,800 young people (16-25) sought council help for homelessness—372 per day or one every four minutes.
In early 2023, over 120 charities, led by New Horizon Youth Centre (NHYC), launched #PlanForThe136K, urging the Government to implement a strategy to tackle the crisis.
The Approach
NHYC needed a high-impact campaign to force Westminster to engage. With 120+ charities involved, the approach had to be simple, inclusive, and easy to support.
The Ripple Effect recommended a parliamentary petition as the most effective tactic to mobilise three key audiences: young people, the voting public, and politicians. Aiming for 10,000 signatures to trigger a Government response, the petition sat at the heart of an integrated #PlanForThe136K campaign spanning PR, social media, national print ads, and out-of-home activations like buses and billboards—all designed to build pressure on policymakers.
Beyond the petition, we’ve continued as NHYC’s PR partner, providing reactive commentary on the Labour Manifesto, CHAIN data releases, and proactive storytelling around the charity’s Q4 emergency accommodation spending.
The Outcome
The #PlanForThe136K campaign delivered powerful results, securing national attention and driving meaningful engagement across media, social platforms, and public discourse.
With 207 pieces of media coverage, the campaign ensured youth homelessness remained in the public eye, reaching key national and regional outlets. The parliamentary petition generated widespread discussion and over 15,000 signatures, mobilising public support and putting direct pressure on the Government – encouraging the first debate on youth homelessness in Commons for over 40 years, and the first homelessness sector representatives to be appointed to the cross-departmental team.
On social media, the campaign saw 132 posts, amplifying its reach and engagement, while high-profile backing from figures like Kano, Wretch32 and Paloma Faith helped extend the conversation beyond traditional media. The campaign’s messaging resonated widely, accumulating an estimated 3.12 million views, further strengthening NHYC’s position as a leading advocate for youth homelessness reform.
Following this success, The Ripple Effect has continued to support NHYC with media strategies around key political moments, including responses to the Labour Manifesto, CHAIN data releases, insights into NHYC’s Q4 emergency accommodation spending and further celebrity engagement, ensuring sustained pressure and visibility for the cause.
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