Campaign details
Agency: Havas DublinCountry: Ireland
Background
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...