Crisis at Christmas 2023

Client: Crisis

Crisis are the UK’s national charity for people experiencing homelessness. They help people out of homelessness, and campaign for the changes needed to solve it altogether. Crisis at Christmas is one of the UK’s longest standing fundraising campaigns. It’s the biggest moment of the year for the charity, driving around ¼ of their annual income in one festive outpouring of generosity.

However, over the past three years the iconic charity campaign had been facing a perfect storm of factors causing income to decline. GOOD Agency’s brief was to launch a Crisis at Christmas that not only raises an exponential amount, but also makes Crisis the top charity that people who care about homelessness want to support at Christmas.

The First Day campaign shows that Crisis is where someone’s story changes. It’s a launch pad to a new life, a life beyond homelessness.

The campaign puts lived experience centre stage. GOOD worked collaboratively with three people Crisis has supported – Michelle, David and Saleeha. The creative response reflects their authentic stories and experiences. From the DRTV immersing viewers in Michelle’s story, to big bold OOH utilising the handwriting of Crisis members – the campaign created authentic connection with audiences, driving donations and ensuring Crisis at Christmas stood out in a crowded market.

The First Day was an exponential success, ensuring that Crisis are able to support many more people like Michelle, David and Saleeha across the Christmas period and, crucially, beyond.