Welsh Government and Shelter Cymru
Hidden Homelessness Prevention Campaign.
Last year more than 3,000 young people in Wales became homeless, although the exact number is unknown, due to ‘hidden homelessness’. Many young people in these situations don’t actually realise they’re homeless. They could be sofa surfing at a friend’s place or staying in temporary accommodation, but the fact is, if they don’t have a place they can call home, it’s likely they’re experiencing #HiddenHomelessness.
The Welsh Government alongside Shelter Cymru and other partners wanted to raise awareness of ‘hidden homelessness’
by encouraging them to reach out to Shelter Cymru. We wanted to break the stigma of homelessness by showing that homelessness doesn’t always live on the streets, to ultimately aim to prevent youth homelessness, because it’s never too
late or too early to get help.
by encouraging them to reach out to Shelter Cymru. We wanted to break the stigma of homelessness by showing that homelessness doesn’t always live on the streets, to ultimately aim to prevent youth homelessness, because it’s never too
late or too early to get help.
The campaign was launched in January 2020, targeting areas with a high-risk of hidden homelessness. The concept of the campaign was to highlight the signs of hidden homelessness.
Campaign key results:
59,797 website visits (initial goal: 50,000)
3,195 conversions (initial goal: 500)
Rise in awareness around youth homelessness: from 26% pre-campaign to 33%
Hero Film (ATL) Homelessness doesn't always live on the streets.
Hero Film - TV
We created a Hero Film that immerses the viewer into the life of someone experiencing Hidden Homelessness. Here, viewers see the main character sleeping on numerous sofas, getting ready in a public space, and then finally get turned away when they have exhausted all options - leading to homelessness.
Radio
Spotify & Broadcast
Digital Hub Films
Web, Social Media and YouTube
Deanndra and Lewis's Story:
Hub Film - Digital
We created Hub Films for social media, YouTube and the Shelter Cymru website that demonstrates someone who has experienced homelessness, and made it out with a positive outcome, as well as someone who is currently experiencing it. These videos allowed us to highlight some of the causes of hidden homelessness; such as the death of a loved one, and the breakdown of a family. A common misconception is that most people become homeless due to drug or alcohol related problems; however, this is not the case.
Campaign Hero Image:
A hero image needed to be created for digital and ATL media.
Social - Digital
To promote the campaign online, we created posts for social media.
Agency: SBW Advertising, UK
Production Company: On-Par Productions
Client: Welsh Government and Shelter Cymru
Photographer: Ben Knight
Art Director/Creative Lead: Romaine Boulanger
Writer (Radio): Romaine Boulanger
Graphic Designer/Artworker for OOH: Lydia Lanning
