This month Clear Channel UK created a special one-off store-front installation in Cardiff, with a little help from local rugby legend Sam Warburton, OBE, in support of the Give DIFFerently campaign to reduce homelessness in the city.
The installation, running for three weeks, including the Easter bank holiday weekend, let passers-by make contactless donations which went towards grants distributed to vital front-line services helping tackle homelessness in Cardiff.
The impressive store-front installation was organised through Clear Channel’s Create and Direct teams, working with FOR Cardiff to deliver the interactive screens, and was booked via Cowshed agency. The campaign launch received a huge amount of press attention, with local rugby hero Sam Warburton, arriving to make the first donation.
The Create team worked closely with FOR Cardiff throughout the whole process, including the creation of Sam’s virtual double. He says, “Having grown up in Cardiff, I have noticed the increase in people rough sleeping, especially more recently, so I was keen to support this collaborative approach and help raise awareness of Give DIFFerently as a fresh way of giving.”
Cardiff Council, Cabinet Member for Housing and Communities, Cllr Thorne says, “The aim of Give DIFFerently is to end the cycle of homelessness and move people away from rough sleeping by providing meaningful support through small grants that will really make a difference to individuals.”
“Addressing rough sleeping and homelessness in the city is a real priority for the Council and by giving DIFFerently, everyone can help us tackle the issue so that some of the most vulnerable people in our society can begin to rebuild their lives.”
Louise Stubbings, Clear Channel UK’s Creative Director, says, “We are proud to have helped bring this important campaign to life and encourage people to give to charity via contactless technology. It’s great to see how much the people of Cardiff have embraced it and the success of Give DIFFerently to date really highlights the ability of Out of Home advertising to be used as a force for good in the community.”