As the days get darker and the cost of living crisis continues, Big Issue Group is launching a new campaign to support its magazine vendors with a specialised kit to keep them warm throughout the winter.
The campaign, which is spearheaded by Big Issue founder Lord John Bird and supported by brand ambassador and actor Daniel Mays, encourages readers to buy a Winter Support Kit at the price of £34.99.
For that price each reader receives four copies of the magazine, whilst the vendor receives a Big Issue beanie hat to keep warm, as well as a hot drink and a lunch item supported by Greggs.
In addition, the vendors will receive equipment to support cashless transactions so that they are able to increase earnings and they will gain support from the Big Issue’s Frontline Team with employment and sales training.
It comes as a recent Joseph Roundtree Foundation report shows that over 3.8 million people experienced destitution in 2022, with this an increase of 148% since 2017.
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“At the Big Issue, we have witnessed an influx of people at the sharp end of poverty, coming to sell the magazine as a vital source of income,” said Big Issue Group CMO Zoe Hayward.
She added that “Big Issue is working harder than ever to provide those most affected with the tools for survival”.
“We decided we needed a particularly impactful marketing campaign this winter in order to impress upon the public the difference a small action can make to people’s lives,” she continued.
Big Issue seller Jon Gregg, who sells the magazines outside M&S in Muswell Hill and Parliament Hill Farmers Market said: “The hardest thing about selling in winter is partly the cold. It’s harder to stay on your pitch without having to keep moving, to go and get a hot drink if you can get one or get something hot to eat, you know, you want to stay on your pitch”.
He added that people’s support is “invaluable, and we really appreciate people who come and buy it week in, week out”.
Actor Daniel May added that Big Issue vendors need the public’s help “urgently” in order to “earn a living and move on with their lives, beyond Christmas”.
