Crisis

Making homelessness impossible to ignore 

Homelessness is worsening in the UK, with a staggering 300,000 households facing the harsh reality of being forced out of their homes. During Christmas 2022 (a key period for any charity), Crisis needed to increase the nation’s awareness around homelessness and provide a greater understanding of the work they do.  

As a nation, we often pass by those in need without acknowledgement due to guilt or awkwardness. Our strategic approach was to make people see the human, not the “homeless person”, and encourage the population to stand with those facing homelessness. We set out to make homelessness impossible to ignore in both our creative and our media. 

The campaign achieved a brilliant impact against our objectives, despite the economic and competitive context. A quarter of UK addressable adults recognised some part of the campaign, delivering an annual high against this metric.  

Homelessness buzz saw a huge uplift, with the campaign generating over 60 pieces of coverage and a reach of 2.9 million. Lastly, our brand tracker saw a significant shift in homelessness buzz pre-to-post campaign, an uplift of 36% to 44% on the metric Crisis provides year-round support and advice for people who are homeless.