Campaign details
Brand: Depaul UKClient: Depaul UKAgency: Publicis London
Executive Summary
The charity Depaul UK helps young homeless people get back on their feet.
When their new CEO asked us for a campaign, we realised we'd achieve the greatest social impact by getting young people to engage with the problem. Our research showed homelessness wasn't currently registering as an issue on their radar. Further research revealed a psychological explanation: our brains systematically 'dehumanise' the homeless, making us turn away from the issue in 'disgust'.
The communications challenge was therefore to humanise homelessness in a way...