Case study

Centrepoint
#NotComing
Home Centrepoint
#NotComing
Home

In the midst of the cost-of-living crisis, which gave way to a ‘cost of giving’ crisis, we were challenged to cut through the noise and generate earned coverage and share of voice for Centrepoint.

However, with Christmas vs The World Cup, it was going to be a fight for column inches.

Centrepoint predicted that almost 30,000 young people aged 16 – 24 would face homelessness in England at Christmas, equating to five people for every minute of football set to be played during the international football tournament.

So we used the power of football culture to our own ends… With chants of “It’s Coming Home” being heard across the nation, we shone a light on those NOT coming home this winter.

Featuring England players and fans, we created a powerful piece of film content supported by a hard-hitting media story, ultimately raising awareness and crucial charity donations.

Beth Mead

The clear creative play on ‘It’s Coming Home’ / #NotComingHome allowed us to tap into a huge cultural talking point, which made the campaign timely, relevant and media worthy

Trent Alexander-Arnold was among the footballers who we persuaded to give their time for free

Famous faces all delivered the ‘Not Coming Home’ line directly to camera

Made
You Look.

215 pieces of print and online coverage, 97 pieces of broadcast coverage, and 185k organic views of campaign film on Instagram.

Made
You Care.

Outperformed previous best-performing Instagram content by 4500%.

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Awards

FINALIST- PRmoment Awards 2023 -Not For Profit Campaign of the Year
FINALIST (results pending) - The Purpose Awards 2023 - Best Use of Celebrities and/or Influencers
FINALIST (results pending) - CIPR Excellence Awards 2023 - Not For Profit Campaign