The Connection at St Martin's

LIDA

THE TEAM

Shaun Moran, Carl Knapper, Tom Wong, Caroline Verity, Benjamin Parr.

WHAT IS WONDERFUL ABOUT THIS WORK?

People believe that housing the homeless isn't enough. We highlighted The Connection's long-term solutions and services to help people get back on their feet. We made an immediate return of £21 for each £1 spent, with future donations increasing the return even further.

OBJECTIVES

To persuade people to help the homeless in Westminster, increase one-off and regular donations and raise awareness of The Connection's range of work on rehabilitation.

STRATEGY AND TARGETING

“Homelessness is not about only being hungry, naked and homeless. The poverty of being unwanted, unloved and uncared for is the greatest poverty.” What Mother Theresa said, research quantified for us. Sadly homelessness is often the least of a homeless person's problems. We wanted to increase donations to the Connection at St Martin's, a homeless charity in central London, but faced two problems. Firstly, no-one's heard of the Connection and secondly, people feel that homelessness isn't their responsibility: the government should provide housing. We had to show that the root problem for homeless people is actually less confidence, fewer skills, jobs and opportunities.