Client: Crisis
Project: Crisis at Christmas
Media: TV, direct mail, door drops, inserts, OOH, digital
Scope: Strategy, creative direction, copywriting, art direction
Just how do you deconstruct and reconstruct one of the UK's biggest charity campaigns? That was the question posed to us by Crisis, replacing the longstanding Reserve a Place with a creative platform that speaks to the long-term brand vision of a life beyond homelessness, while keeping the urgency, emotion and tangibility that all good fundraising needs.
Our solution was First Day, heroing that first moment of coming through the doors into full support, from a first smile, first haircut, first steps to housing, employment and self-sufficiency. We co-collaborated with real-life Crisis members, using their words, their handwriting, their casting choices to represent their stories.
In the first year, we arrested the declining income, and now into its second year, First Day goes from strength to strength, picking up gold for Best Fundraising Campaign at both the Purpose Awards and the Drum Awards, as well as a shortlisting at Third Sector.