A graphic Graphic Big Issue campaign ‘gives poverty the finger’ as it urges people to sign up to the social enterprise’s membership scheme and provide monthly support.
Created by Fearless Union, the campaign uses sign-up button iconography including the hand pointer finger cursor which turns into a middle finger.
It kicks off with significant outdoor advertising, beginning with advertising firm Elonex’s ‘The Manchester Screen’ at Victoria Warehouse. The firm will also showcase the campaign across its 3,000 UK digital screens.
Led by strategist Cat Wiles, with partners including The Guardian, The National Trust, the campaign centres the slogan ‘Give poverty the finger’.
Advertising space has been secured until 19 December, with Clearchannel, Canopy and Global working alongside a range of other B2B and B2C advertisers to help the Big Issue Group promote the new scheme, which allows supporters to contribute monthly to help support social enterprise projects.
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The campaign is also accompanied by a new Big Community initiative, which encompasses the membership scheme, a community roadshow, and a campaign for bold new government legislation.
The first roadshow will visit Newcastle-upon-Tyne next week, with the social enterprises various teams based in the city for a week to listen, support and report on overlooked local issues.
The social enterprise is calling for a ‘Poverty Zero’ law, which would force every government to set legally binding targets to reduce poverty, in the same way as their are laws in place for net zero.
It comes as recent findings highlight there are around 3.8 million people in the UK living in extreme poverty. Moreover, out of 2,000 Brits surveyed in early September, 54% said the government is doing too little to help people affected by poverty in their local area.
The public can back the campaign by signing up to the Big Issue’s membership scheme, there are also a range of badges and t-shirts on sale.
“Like it or not, in this broken system we’re all members of the poverty problem. A 24/7, 12-month, rolling contract of powerlessness and inaction. The good thing about the poverty problem is, you can leave at any time,” said Fearless Union creative partner Mark Campion.
He continued: “This campaign is a huge moment for the Big Issue Group, so it needed a bold and striking statement to shake people awake, whilst also really bringing a new distinctiveness to an iconic brand.”
“It was a pleasure to work so closely with the team at the Big Issue Group to smash poverty and to launch a membership that unlocks opportunities for millions of vulnerable people.”
Big Issue Group CMO Zoe Hayward added: “This scheme is exciting new territory for us and I’d like to extend my thanks to all those who have supported us to bring this to market.”
“In particular Fearless Union and Cat Wiles for their support in developing the proposition and cut-through creative for our ambitious launch, together with December 19, Elonex, Canopy and Clearchannel who have helped reach new audiences and many more individuals along the journey.”
