Ahead of Christmas, homeless charity Crisis has hit back at Suella Braverman’s comments describing homelessness as a “lifestyle choice” with a thought provoking creative.
Developed with Good Agency, the campaign focuses on the fact that rough sleepers must “always keep one eye open” due to the fear of being out in the open, with the organisation highlighting that it’s never a choice.
Focusing on real quotes from homeless people, it is set to run in large, immersive OOH formats in Birmingham and West Midlands, as well as digital and press channels in the run up to Christmas, in the hope of cutting through the noise to raise awareness of the pressing issue.
“Who better to tell the harrowing truth of rough sleeping, than people who have experienced it first-hand? It’s not just the cold, it’s the worry and fear. Using real quotes dramatises just how important it is to make this someone’s last night without a home,” said GOOD creative director Andy Powell.
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“We’re really pleased to have worked with GOOD to help shine a light on how unimaginably brutal rough sleeping can be, by putting the voices of people who’ve endured it at the heart of this campaign,” added Crisis Christmas campaign lead Suzanne Millar.
She continued: “From being kicked, punched, ignored and isolated – these were just some of the things people rough sleeping told us they’d experienced simply because they don’t have a home. This cannot continue.”
She added: “Later this week we’ll be opening our Christmas services which will see nearly 600 people, who would otherwise be sleeping rough in London, provided with warmth, companionship and somewhere safe to stay, as they begin to rebuild their lives.”
“We hope this campaign will bring vital awareness to our work to end homelessness, so that one day we won’t be needed at all.”
