Birmingham-based charity SIFA Fireside took a stand against homelessness over the festive season with its Inequality Street campaign. The initiative aimed to raise awareness of the complexities of homelessness and poverty, particularly during the Christmas period.

The campaign centred on a Christmas chocolate selection, with each chocolate in the box representing a different aspect of the homelessness crisis, including the Debt Triangle, the Credit Crunch and the Caramel Whirl – illustrating the revolving door of precarious housing options. 

The campaign was led pro-bono by Birmingham full-service agency Leopard Co, and developed in partnership with London-based creative communications agency Shook. 

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“We have created a campaign, in partnership with Shook, that is not only striking and impactful but also a genuine catalyst for change,” said Laura Rudolph, PR director at Leopard Co, “This project has been a labour of love for a charity that’s deeply rooted in the local community — and we’re proud to be part of it.”

Homelessness is on the rise in the UK. According to The Big Issue, there has been a 10% increase in the number of households in England living in temporary accommodation, reaching 112,660, including 146,800 children. 

SIFA Fireside, along with 75 other charities affiliated with Homeless Link, is urging the government to address the £1bn shortfall in funding needed to tackle homelessness effectively.