Following their successful Christmas campaign for homeless charity St Mungo’s which raised over £250,000, Paragon Park House has developed a pro-active campaign to address the challenges that the coronavirus crisis presents to people sleeping rough.
Living on the streets is harmful and dangerous at any time. But it’s particularly dangerous when you’re unable to socially isolate, continually wash your hands or follow much of the other advice the government recommends to stay safe.
Created in less than 24 hours, the executions highligh the impossibility of following advice like ‘staying home’ for the homeless and point out that not seeing friends and family is sadly not just a temporary issue for many people who are homeless.
Working in partnership with MintTwist, the media planning and buying features Facebook and Twitter.
Hayley Creasey, campaign manager at St Mungo’s, said: “At this very difficult time for our clients and people who are at risk of homelessness, with many normal fundraising activities off the table, we were delighted with the ideas that Park House presented pro-actively and impressed how quickly they bought them to life.”
Sharing her enthusiasm, Marc Michaels, director of strategy and creativity, said: “At Park House, we make connections. In this case between the government’s vital coronavirus advice and the very real difficulties that people who are homeless will have in following the guidance.”
Andy Todd and John Vinton, the creative team behind the work, explained: “Homelessness is a nightmare at any time. But doubly so at the moment. It struck us how cruel it is to be told to avoid other people when most of them already avoid you.”
The campaign launched on 9 April and is expected to run for four weeks.
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