Client: The Connection at St Martin in the Fields
Campaign: Dying For... Awareness Campaign
Deliverables: Proposition, creative campaign, messaging, content, creative, assets.
The Background
The Connection at St Martin-in-the-Fields is based in the epicentre of UK homelessness – Westminster. The charity supports people sleeping rough to get the help they need to move off the streets and into a place to call home. This isn’t easy, as many have slept rough for years and lost trust in services, so often the journey starts with something as simple as a phone charger or shower. From this, a team of professionals helps clients with a variety of needs, from substance use support to health services and psychological support.
The Brief
The team at The Connection knew that to increase their fundraising, they first needed to raise awareness of their organisation and the work they do. Our campaign needed to raise awareness with people who live and work locally. This awareness would be measured through the media campaign as well as visits to the website, newsletter sign-ups and donations. The ultimate goal is to make this audience more likely to support future fundraising campaigns.
The Work
Our project kicked off with a visit to The Connection’s centre just off Trafalgar Square. This visit provided a wealth of inspiration for the team, and from that, the building blocks of the campaign.
We built our campaign on two powerful pillars: Firstly, the shocking fact that the average age of death for a homeless person is just 43. The second, the unique front-line service that The Connection provides, such as showers, mobile chargers, laundry and food: each of these seemingly inconsequential offerings opens the door to a connection with the rough sleepers who need them the most.
Dying for Connection is a hard-hitting, eye-catching campaign with a distinctive, gritty creative treatment. Each headline raises awareness of what The Connection offers while drawing the audience into the stories we tell.
To maximise awareness with our target audience, we focused on three channels: local out-of-home, geo-targeted Meta ads, and AudioAdPro, which reaches people in the local area while they listen to music, podcasts, and radio.…Client: The Connection at St Martin in the Fields
Campaign: Dying For... Awareness Campaign
Deliverables: Proposition, creative campaign, messaging, content, creative, assets.
The Background
The Connection at St Martin-in-the-Fields is based in the epicentre of UK homelessness – Westminster. The charity supports people sleeping rough to get the help they need to move off the streets and into a place to call home. This isn’t easy, as many have slept rough for years and lost trust in services, so often the journey starts with something as simple as a phone charger or shower. From this, a team of professionals helps clients with a variety of needs, from substance use support to health services and psychological support.
The Brief
The team at The Connection knew that to increase their fundraising, they first needed to raise awareness of their organisation and the work they do. Our campaign needed to raise awareness with people who live and work locally. This awareness would be measured through the media campaign as well as visits to the website, newsletter sign-ups and donations. The ultimate goal is to make this audience more likely to support future fundraising campaigns.
The Work
Our project kicked off with a visit to The Connection’s centre just off Trafalgar Square. This visit provided a wealth of inspiration for the team, and from that, the building blocks of the campaign.
We built our campaign on two powerful pillars: Firstly, the shocking fact that the average age of death for a homeless person is just 43. The second, the unique front-line service that The Connection provides, such as showers, mobile chargers, laundry and food: each of these seemingly inconsequential offerings opens the door to a connection with the rough sleepers who need them the most.
Dying for Connection is a hard-hitting, eye-catching campaign with a distinctive, gritty creative treatment. Each headline raises awareness of what The Connection offers while drawing the audience into the stories we tell.
To maximise awareness with our target audience, we focused on three channels: local out-of-home, geo-targeted Meta ads, and AudioAdPro, which reaches people in the local area while they listen to music, podcasts, and radio.WW…