
Driving awareness and generating donations for All People All Places
Summary
Working closely with partner agencies and London homelessness charity All People All Places, we delivered a thought provoking and standout campaign which helped to drive awareness in the local community and generate donations. The Eviction Survival campaign utilised just one special build 48 sheet in North London, made from real life items essential for those who are homeless, highlighting the pressures felt by individuals and families facing homelessness. The campaign delivered an increase in web traffic and generated a campaign ROI of 180%.
Challenge
The UK government’s delay in banning no-fault evictions meant homelessness rose sharply. All People All Places aims to raise awareness of the desperate situation individuals face, however their services and support were needed more than ever.
The campaign objectives were two-fold; increase awareness and drive donations. However, with a limited budget over the busy Christmas period we needed to cut through the noise with a campaign that was hard to ignore.
Solution
We focused our strategy on three pillars: Fame, Impact and Response. A key location in the charity’s catchment area was chosen to create a thought-provoking and visually impactful outdoor campaign.
The special build highlighted the realities of homelessness by using real items like tents, gloves and sleeping bags on a 48-sheet poster. We wanted Londoners to think about what they would take if they were evicted, with each item representing the story of someone the charity had helped. The execution was emotive and challenged pre-conceptions of what individuals and families need. Items were removed from the display within 24 hours, reinforcing their importance to those in need. A QR code helped drive people to a bespoke page to donate and social media posts amplified the message.
Results
The Eviction home page saw a 275% increase in visits and the Services page saw a 315% increase in visits. The campaign drove 88 donations in 42 days, raising significant funds and generating an ROI of 180%. The donations raised helped All People All Places operate their night shelter all year round so they could continue to support vulnerable people and offer emergency accommodation. On top of this, it also allowed for the continued use of dedicated caseworkers to help tackle the root cause of people’s situations and help get them off the street.