St Mungo’s - Safer Off the Streets

We’re passionately dedicated to this local cause, so we got together with St Mungo’s to raise awareness of the Rough Sleeping Partnership and shelter provision in Bristol – and to prompt people to donate to their Fundsurfer campaign.

To achieve this, we needed cut-through, quickly evoking a reaction. Authentic content was essential, to make it credible and ensure the word would be spread. And we had to substantiate the need for a donation, whether large or small.

We love our city. And we know that Bristolians feel deeply connected to it. So we set about asking people what they love about Bristol. Unsurprisingly, the answers were all very similar. But like all places, there is another side that people tend to avoid – the side that the homeless encounter.

By running the positive, relatable audio over footage of the not-so-beautiful aspects of Bristol, we created a powerful, emotionally-impactful dichotomy that functioned as a real eye-opener for our proud and caring community, motivating them to help resolve this unbalance.

In terms of a user journey, we felt there were two major touchpoints to be covered. The first was social media, where people who weren’t necessarily aware of the Rough Sleeping Partnership were ‘hooked in’ to the campaign.

The second was the Fundsurfer page itself, where visitors were ‘warmer’ to the cause and ready to dig a little deeper before donating. That’s why we created a specific video for each of those points in the campaign; one as a hook and the other to provide a bit more information.