Birmingham based independent creative agency One Black Bear has teamed up with SIFA Fireside to launch the ‘Homelessness Doesn’t Take a Holiday’ campaign for the third year running.
The campaign is designed to raise awareness of SIFA Fireside’s summer shortfall in donations, vital for keeping their Homeless Intervention Service running.
This service provides food, clothing, showers, health clinics and housing advice – helping adults experiencing homelessness to move forward, not just get by.
It mimics the adverts found at a high street travel agent’s window. It promises bargain getaways, but upon closer look shows a patch of pavement and a view of the street from street level - the reality of people experiencing homelessness.
This charity campaign appears on billboards across Birmingham, thanks to media space donated by Ocean Outdoor.
Commenting on the campaign, Robb Sheppard, communication manager at SIFA Fireside said: “This latest campaign is another powerful and thought-provoking idea by One Black Bear.
“Hopefully it will stop people in their tracks, encourage them to take a second look, and make a donation.
“These donations will make a big difference to the day-to-day lives of our city’s most vulnerable people.”
Jon Harrison, creative partner at One Black Bear said: "We're delighted to continue helping SIFA raise awareness of their essential work supporting people facing homelessness in our city.
“Building on our 'Homelessness doesn't take a holiday' campaign theme, this year's creative really helps draw attention to the conditions experienced by those facing homelessness throughout Birmingham and beyond, while the rest of us enjoy our trips abroad. If you're able to support SIFA by donating, please do."
