Out of Home Media Owner, Channel UK, and the Mayor of London, Sadiq Khan, have launched an innovative new advertising campaign to raise awareness about the impact adverse weather conditions can have on homeless people.
advertising screens in more than 130 locations across London will use
weather data to update dynamic elements depending on temperature, as part of
the Mayor of London’s rough sleeping campaign.
the tagline, ‘Whatever the weather, homeless people deserve better’, the
adverts will be triggered by weather data from the Met Office, providing up to
date weather information for that evening when the temperature drops to zero or
below – reminding the public of the conditions homeless people have to endure
and encouraging them to refer rough sleepers to support services.
low temperatures continue, the campaign hopes to raise awareness about
the impact freezing weather can have on the thousands of people sleeping rough
in London and how Londoners can help. Select sites will also provide
instant access to StreetLink – a website, app and telephone service through
which members of the public can send an alert that connects a person sleeping
rough to local services for support.
Launched at the end of November, the campaign has already raised over £200,000, with Londoners also making a record 9,165 referrals to StreetLink since it got underway.
campaign was developed with pro-bono support from Weber Shandwick London,
production house Voodooh and uses advertising space donated by out of home
media owner Clear Channel.
similar temperature-triggered radio advert features former rough sleeper,
Gordon, reading the evening’s weather forecast, followed by an appeal for the
public to consider the hardship of life on the streets during winter months.
Gordon now works as an actor for Cardboard Citizens, a theatre company and
homeless charity, and is studying for a BA in performing arts. He initially
received support from homeless charity Crisis, who helped him off the streets.
Like the advertising screens, the radio advert uses weather data from the Met Office, allowing different versions to run depending on the forecast – one for sub-zero temperatures, another for zero to five degrees.
radio ads went live on 28th January and will run until 11th
February across LBC 97.3 (London), Absolute Radio (London), Capital Brand
(London) Airtime Trading, Magic (London), and talkSPORT (London).
Nester, Executive Creative Director at Weber Shandwick, said: “We’re obsessed with the
weather – yet few of us appreciate how perishingly cold it gets at night. This
simple, data driven idea twists the conventional weather forecast, giving
Londoners a powerful nudge to help rough sleepers.”
Corke, Marketing Director at Clear Channel, said: “The Out of Home industry
influences everyone’s lives in a multitude of ways, from providing essential
utility with bus shelters, to delivering powerful messages to the public. This
campaign supports some of the most vulnerable people in society, delivering
contextual messaging at precisely the right moment to drive action and
awareness and we’re delighted that we can play a part in further making a
difference to people’s lives.”
James Murray, Deputy Mayor
for Housing and Residential Development said: “It is a national disgrace that so many
people are being forced to sleep rough, and we know Londoners want to help in
any way they can. Londoners have already thrown their support behind the
Mayor’s rough sleeping campaign, and these innovative digital screens, alongside
the radio advert, will help to further raise awareness of how to help rough
sleepers. I urge Londoners to keep donating, and to refer any rough sleepers
they are concerned about to StreetLink, so they can get the support they need
to leave the streets for good.”