Over 3.8 million people in the UK are living in destitution, unable to feed, clothe, or keep themselves warm. The Big Issue has a legacy of fighting for the marginalised since 1991. It’s more than a magazine. It’s a framework that offers help, from financial scaffolding to emotional support, all to create a platform for change. One that opens new doors, offers new chances and sees brighter futures on the horizon.
The Challenge
But Big Issue's traditional street sales model faces macro challenges – changing work patterns, decline of the high street, gig economy competition, cashlessness and a reduction in print media consumption. Membership was our response; a way to deepen audience engagement with the wider mission and brand, beyond the physical magazine.
We were tasked with developing the strategic platform and launch campaign for The Big Issue’s Membership. A membership designed as a way for people to feel part of something bigger and empowered to make a real change, improving the lives of millions affected by poverty. To do this we needed to create a campaign capable of mobilising the nation to become a Big Issue Member and join us in the fight against poverty.
Insight
Amid growing inequality and political apathy, people were feeling disillusioned and disconnected from issues like poverty. The constant exposure to tough realities risked eroding empathy, making it harder to spark meaningful action. To turn this around, The Big Issue needed a membership scheme that would give the public a sense of agency and empower them to “cancel” poverty once and for all.
Solution
We created the ‘Hit Cancel on Poverty’ membership platform - a bold call to arms, inviting the public to take back control. The campaign turned the ubiquitous ‘sign-up button’ iconography into a powerful symbol of defiance: a middle finger, literally giving poverty the finger. This memorable, striking message was paired with eye-catching outdoor and press ads, reinforcing the theme of turning anger into action. Badges, t-shirts, and digital media supported the main campaign, amplifying the message to "Give poverty the finger."
Zoe Hayward, CMO of the Big Issue Group, said: “This scheme is exciting new territory for the Big Issue Group and I’d like to extend my thanks to all those who have supported us to bring this to market. In particular, Fearless Union for their support in developing the proposition and cut-through creative for our ambitious launch”
Mark Campion, Creative Partner at Fearless Union said: “This campaign is a huge moment for The Big Issue, so it needed a bold and striking statement to shake people awake, whilst also really bringing a new distinctiveness to an iconic brand. It was a pleasure to work so closely with the team at The Big Issue to smash poverty and to launch a membership that unlocks opportunities for millions of vulnerable people.”
Results
Earned media coverage across 160 press and media outlets.
Achieved 50% of the annual membership target in the first two weeks
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