Making homeless young people unignorable
Client: Centrepoint
Homeless young people often feel ignored. By the homes they’ve been forced to leave behind. By their teachers, parents, friends. By the world. So we used the biggest display in London to make them unignorable. Piccadilly Lights.
Copy by Josie Hicks: www.sxjcreative.co.uk/about
To make them even more unignorable, we plastered their stories all over London. Written in second person, the ads invited people to really feel what it’s like to be young and homeless for themselves.
The perfect placement? Underground platforms. Hitting bored commuters with something genuinely interesting to read. Playing off the unspoken rules of London’s transport network – ‘look no one in the eye’, ‘keep your head down’, ‘don’t say a word’.
