We helped The Good Agency pitch for Centrepoint’s Sponsor a Room product. It gives young homeless people the key to their own room, a sanctuary. It’s a unique offering. In this already crowded sector, we also needed to nail unique. Our symbolic key visual was a great design differentiator. It complemented nuanced art direction, and a tone of voice that balanced young people’s desperate situations with constructive ways to help.
Messaging was varied, extensive and extremely targeted. Wherever possible, we included a form to fill in, based on the insight that people want to feel they’ve done something ‘tangible’. While research / interviews of homeless youths gave us compelling stories for ongoing comms.