REINVIGORATING ONE OF THE COUNTRY'S BIGGEST FUNDRAISING CAMPAIGNS

– PURPOSE AWARDS GOLD
– THE DRUM AWARDS GOLD
– THIRD SECTOR AWARDS SHORTLIST

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Just how do you deconstruct and reconstruct one of the UK's biggest charity campaigns? That was the question posed by Crisis, replacing the longstanding Reserve a Place with a creative platform that speaks to the charity's long-term vision of a life beyond homelessness, while keeping the urgency, emotion and tangibility that all good fundraising needs.
 
The solution was First Day, celebrating coming through the doors into full support, from a first smile, first haircut, first steps to housing, employment and self-sufficiency. We collaborated with real-life Crisis members, using their words, their handwriting, their casting choices to represent their stories.
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In the first year, we arrested the declining income, and into its third year, First Day raised around £18m, as well as picking up gold for Best Fundraising Campaign at both the Purpose Awards and the Drum Awards, and a shortlisting at Third Sector.