Crisis: how planning made homelessness impossible to ignore.
The subject of this paper is a charity. But the learning is not just for charity planners.
It's for any brand whose product, use case, or category feels overfamiliar to consumers.
Crisis, the national charity for people experiencing homelessness, asked our help to prime the public to be aware and care so they'd be more open to donating.
Planning found the root of the problem.
It wasn't awareness. You can't set foot in any British city and not be aware homelessness exists.
It wasn't even making people care. Most of...