St Mungo's: 'Dog’s Life'/’It Started’

St Mungo’s, a charity to help homeless people, increased donations across the UK during the winter of 2019 through a campaign that showed the appalling treatment the homeless and their dogs face.

Campaign details

Brand: St Mungo'sAdvertiser: St Mungo'sAgency: ParkhouseCountry: UK

Campaign Overview

A warmer Christmas

St Mungo's aims to end homelessness but knows it takes more than putting a roof over someone's head.

Strategy

Many people think homelessness always starts with drink or drugs, and that the solution is a bed for the night. Animal charities are also considered more deserving than those supporting humans.

St Mungo's Christmas Emergency Appeal would usually focus on the fact living outside can be lethal in winter. It's the key period for fundraising and the majority of donations...

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