Creative Gallery on Sustainability Communications

 

 
"Homelessness Awareness Campaign" For YMCA
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Description / Synopsis

A fully integrated campaign across a wide range of disciplines, explaining the YMCA's role in caring for young homeless people, and educating the donating public in the causes and effects of the problem.

Context

Most charity givers confused the YMCA either with the Youth Hostelling Association or a gay New York pop group. Few were aware that the charity is the UK's biggest support agency in the realm of youth homelessness. The federal structure of the charity also prohibited a consistent look and message.

Work was created while the author/creative director was at FCB Impact.

Philosophy/Solution

First, we had to persuade 300 essentially independent local YMCA organisations to accept a new, consistent brand identity. Then we created an integrated campaign across a wide range of disciplines - Direct Mail, press advertising, posters (including a 'live' execution, featuring 20 homeless youngsters standing beneath our headline) - we even wrote an off-the-peg sermon for Anglican vicars which we distributed with branded collection envelopes. The number of 'touch points' ensured that our campaigned enjoyed maximum exposure among our target audience.

Title"Homelessness Awareness Campaign"
AgencyKing Blackford 49
CityLondon
AdvertiserYMCA
Brand NameYMCA
Sustainability Themes Poverty
Date of First Publication N/A
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
LanguageEnglish
TypePrint
   
Creative Director: Andy Blackford