Depaul UK: iHobo 1.1

Agency: Publicis London
Client: Depaul UK
Product: iHobo v. 1.1

Objectives

Depaul UK is a charity that helps young people who are homeless, vulnerable, and disadvantaged. Like most charities Depaul UK relies on voluntary donations in order to be able to fund the valuable work that it does. The financial life-blood of the organisation comes in large part from the donor base, but with an ageing donor base (the majority of whom were over 65) Depaul UK needed to find a way to connect with a younger audience in order to ensure a solid source of funding for the future. Previous campaigns had tried to achieve this, but with a limited media budget engaging and recruiting new younger donors was proving difficult. Therefore the objectives for the creative work were twofold:

  1. INTERIM OBJECTIVES: Get people aged 25-45, who largely ignore the plight of the homeless, to stop ignoring it and better understand the nature of the problem, thereby making them more likely to want to support Depaul UK in its efforts to help young homeless people.
  2. COMMERCIAL OBJECTIVES: Get those same younger people to volunteer their contact details and consent to being contacted in future by Depaul UK for fundraising purposes, thereby building the database.

Strategy