Integrated
Crisis
Back in March, in the wake of the COVID-19 pandemic, the effort to provide all those sleeping rough or in crowded night shelters with hotel and emergency accommodation undoubtedly saved lives. During this time, the UK made unprecedented progress toward ending homelessness. In England alone, nearly 15,000 people experiencing homelessness, including the majority of people sleeping rough, were provided with safe accommodation in a matter of days. However, as we continue to near the end of lockdown, the charity is galvanising the British public to join the cause, building off the achievements and momentum of the past few months to unite the public under the belief that the end of homelessness is within our reach.
Crisis’s #HomeForAll campaign, developed by newly appointed FCB Inferno, is a commitment to see that the temporary measures that were put in place to help people experiencing homelessness are built upon and made permanent so that no one has to return to the streets. The campaign itself is a rallying cry for the public to join arms in creating a home for all from now on.
The integrated campaign has a distinctive look and feel which was developed to reflect all the ways we as a society could help to end homelessness, with graphics that bring to life the tangible actions and ways of communicating that will ultimately lead to us achieving our goal. A social film also brings to light just how much has been achieved and puts a spotlight on the tangible ways that the public can help end homelessness for good.
Six artists have been enlisted to bring to life a series of statements and the unifying ‘Home for All’ declaration that help reframe the issue of homelessness. A group of artists with differing styles have been assembled, infusing each design with its own distinct personality. The artists include James Daw, Olivia Rose Southern, Ailsa Yexley, Hattie Fellowes, Luke Smile and Ashley LeQuere.
The resulting suite of statements have huge tonal variance, shifting from optimism to frustration to compassion. Social media users will be asked to share the messages that happen to resonate with them on their own social channels to help show their support.
Advertising Agency:FCB Inferno, London, United Kingdom
