This week sees the launch of the ‘Sleep Out’ OOH campaign, with creative by WCRS and media provided by Jack in partnership with End Youth Homelessness. The annual national event encourages people to face the cold of a winter night and swap their bed for a sleeping bag and cardboard mat, fundraising for homeless and disadvantaged young people in the UK.
The posters, featuring the kind of brutal dilemmas faced by young homeless people against an array of vivid pastel tones, will appear at 164 sites across the United Kingdom – everywhere from London to Bristol, Cardiff to Edinburgh – kindly donated by Jack.
Sleep Out’s 15 UK-wide events are expecting more than 2,300 participants to sign up to take on the challenge, with the aim of raising £1,000,000 to support some of the 83,000-young people that experience homelessness in the UK every year.
Nick Connolly, Managing Director of End Youth Homelessness said of the campaign, “This campaign depicts some of the desperate choices young people make just to get a bed for the night. We are delighted to be partnering with WCRS and Jack to raise awareness of the issue. Homeless young people have their whole lives ahead of them; they just need the opportunity to build successful futures. Rough sleeping is the tip of the iceberg. To end youth homelessness in the long term, we need to help young people to overcome the barriers that made them homeless in the first place. Sleep Out helps local youth homelessness charities provide solutions to the problem.”
According to Orlando Warner, Creative Director at WCRS, the key to the campaign was to make passers-by stop in their tracks. “When you make an ad to get young people off the streets, it has to count. People have to notice. But more importantly they have to care. This campaign forces people to engage with the kinds of decisions young people on the streets have to make every day.”
Khaly Nguyen, Marketing Manager at Jack, added, “We’re proud to be partnering with End Youth Homelessness to raise awareness about the vulnerable circumstances young people are facing. Using our poster sites, our aim is to get this message out onto streets across the UK to help tackle this important issue.”
To find your local event and sign up to Sleep Out, visit: www.eyh.org.uk
The campaign will run from 15/10/17 until 27/10/17.
Client: End Youth Homelessness
Creative Director: Orlando Warner
Creatives: Alison Steven, Liam Bushby
Account Handling: Alex Gluck, Celine Prinse
Agency Designers: Lee Burns, Roland Williams @Trailer Park
Creative out-of-home agency: Jack (Marketing manager: Khaly Nguyen)