Peter McVerry Trust: These Little Things

Peter McVerry Trust (PMVT), an Irish charity that tackles homelessness, drug misuse and social disadvantage, created brand awareness in Ireland by releasing a cinema ad that shows memories that are only possible when you have a home.

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...

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