Homelessness charity Crisis is kicking off its Christmas fundraising drive with a deeply emotional campaign film starring the genuine lived experience of a homeless person.
Developed by purpose-driven creative agency GOOD, the creative intends to instil optimism and belief that life beyond homelessness can be reached, communicating very tangibly how the charity can help homeless people turn their lives around.
Led by a 90-second hero spot, ‘First Day’ illustrates the stark reality of how easy it is to fall into homeless through Michelle’s own story – and how charities like Crisis are essential in providing support and stepping stones to getting back onto the property ladder.
Featuring the innovative use of the Cyclops first-person camera, the work excellently draws the viewer in by shooting the work entirely from Michelle’s visual point of view and drives home how the Christmas period can be key time for actionable change.
“Working on the 2023 Crisis at Christmas campaign has been a hugely inspiring and exciting project for all of us at GOOD. It was particularly rewarding to marry lived experience with new technology to break new ground,” GOOD executive creative director, Bryn Attewell said.
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“Whether that was through turning handwriting into bespoke fonts through AI, or using the Cyclops, first-person camera to tell Michelle’s story and give viewers an immersive, visceral experience. We hope the campaign is a huge success and helps Crisis continue to provide much needed support and services for people experiencing homelessness across the UK.”
The integrated fundraising drive will aim to raise £21 million as part of Crisis ongoing goal of ending homelessness for good, not just for Christmas Day – running across TV, features radio, press, and digital, supported by out-of-home and door drop assets from 23rd October.
GOOD secured Crisis’ account late last year at the conclusion of a four-month competitive pitch process, with a brief to shift the narrative away from traditional homelessness fundraising campaigns.
Crisis Christmas campaign programme lead, Suzanne Millar added: “Over the years, we’ve adapted our Christmas services based on what works so that they really can be the beginning of a journey out of homelessness for the people we support.
“Our services are dignified, compassionate and they genuinely transform lives. We wanted this year’s campaign to reflect that, with the experiences and voices of people facing homelessness at its heart. We are really pleased with how GOOD have brought this to life. The finished campaign compellingly shows why donations are so urgently needed this Christmas to help the growing numbers of people experiencing homelessness.”
