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WHAT IS IT?
Centrepoint press ads
Client: Good Agency on behalf of Centrepoint
Role: Art Director
A two-stage press campaign for Centrepoint to recruit loyal, high-value room sponsors at the lowest possible cost.
Stage 1: a small, easily missed teaser ad that simply asked, “Will you help me?”
Stage 2: a full-page follow-up highlighting how readers likely overlooked the first ad—just as many people pass by young homeless people every day—while giving a direct, credible way to support them.
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.
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INSIGHT
When confronted with a young homeless person, most people feel uncertain and simply walk past. By replicating that moment of inattention in print, the campaign made readers experience the issue first-hand and then offered a clear, immediate way to help through room sponsorship.