#NotComingHome

Client: Centrepoint

Youth homelessness charity Centrepoint needed a Winter campaign to generate coverage and donations. However, with Christmas vs the World Cup, it was going to be a fight for column inches.

But a first-ever World Cup in the run up to Christmas also provided a unique opportunity for us to hook into a moment that would dominate the media, and the nation’s minds, during our key campaign period. So we used the power of English football culture to our own ends. With chants of “It’s Coming Home” being heard across the nation, we shone a light on the 30,000 young people facing homelessness and NOT coming home this winter. Featuring England players, pundits and celebrity fans, we created a powerful piece of film content supported by a hard-hitting media story which achieved cut-through, raised awareness of the issue and delivered a measurable donation uplift.