First got Naked in 2020
No one chooses to be homeless –
a campaign to change perceptions
St Martins Housing Trust is a local charity offering housing, support and care in order to improve the lives of the most vulnerable and increase compassion towards homeless people in our community. As winter sets in homeless people are more vulnerable than ever. With help from students from the University of East Anglia (UEA) and Norwich University of the Arts (NUA), who worked on a collaborative research project to find out what people think they know about those experiencing homelessness, a campaign was developed to highlight those thoughts and impressions.
Using poster ideas developed by the students from the research, Naked provided creative direction and a series of artwork for the campaign. The strategy focused on stark public perceptions of homeless people, in contrast with the voices and feelings of a person experiencing homelessness. A series of designs with different messaging were rolled out through a county-wide advertising campaign, appearing on buses, billboards, local radio and social media.
Initial reaction to the campaign has been positive both from members of St Martins and also public comments on social media. One person describing the campaign as “Such an innovative and important campaign. Many thanks for raising awareness at what can be a difficult time.” Having rolled out in late November the campaign is set to carry through December and early January. We’re hoping that awareness is raised and a positive impact is felt on perceptions around homelessness.
Such an innovative and important campaign