The brief was to recruit loyal, high-value room sponsors for the Centrepoint homelessness charity at the lowest possible cost.
The concept plays upon the fact that most people don’t know what to do when confronted with a young homeless person. So they just walk past. Recreating that moment with a two-stage press ad. But this time we offered a tangible and credible way to help.
In a market where few charities are able to recruit new regular givers successfully, Centrepoint achieved an ROI of 1.46:1 and 243 new sponsors worth over £40,000 a year. Not only that we won a Gold DMA for the work.