Showing that homelessness is closer than you think

Strategy

St Pats is guided by its ambition to end chronic homelessness so people can live securely. With housing insecurity on the rise, and more people seeking support from St Pats than ever before, the organisation understands that it needs to increase its fundraising to meet the growing need.

The challenge was how to get people to care about something we actively try to ignore while portraying people experiencing homelessness with respect.

The answer is by showing people that homelessness is closer than we might think and that it’s a community-based issue that requires a community-based response.

Approach

We supported the creative strategy and digital advertising. 

The  strategy was to show that homelessness is closer than we all think. This resulted in the creative idea to blue the lines between home and homeless.

Sundeck, Moonsail and Sandbox Productions, got on board to produce video and stills that depict a makeshift home under a bridge in a local suburb.

We used these assets to create digital ads that were promoted across social media.

We also supported copywriting for campaign EDM, which was managed internally by the St Pats team.

Results

This was the first time St Pats had invested more significantly in digital advertising, so it was important to show strong results.

Digital advertising reached over 388k people and saw over 1.24m impressions, resulting in over 46k website leads with a positive CPM and CPC.

The overall campaign exceeded its fundraising targets by over 30% with an 8:1 return on investment.