Agency: Havas Dublin
Peter McVerry Trust (PMVT) is an Irish charity which tackles homelessness, drug misuse and social disadvantage. They are the only charity in Ireland operating on a Housing First model, meaning they provide permanent housing as quickly as possible, and then provide supportive services as needed.
PMVT is one of the least well known of the large homeless charities in Ireland, with a fragmented, almost non-existent advertising presence in contrast to competitors including Focus Ireland and Simon Communities Ireland.
In 2016, with only approx. 5% of donors aged 18-34, the main problem PMVT faced was communicating relevance to those outside their support base of middle-aged/older people.
PMVT needed a stand-out, wide-reaching, long-term campaign idea which would be unique to their Housing First model, scalable, engaging for a younger audience and easily recognisable.