Shelter Cymru estimates 3,000 young people become homeless in Wales a year. Many more became ‘hidden homeless’, sleeping on sofas and friends’ floors.
We worked with marketing and advertising agency SBW, for Shelter Cymru’s #hiddenhomelessness campaign to help raise awareness of young people sofa surfing, and encourage them to reach out and get help.
The film needed to be pacey and believable with a clear, strong story that would connect with the target audience of 16-24 year olds. We created a Welsh / English bilingual TV Commercial that places the viewer in the shoes of someone who is hidden homeless, which was specifically achieved by shooting in a POV style… we needed some serious kit to pull it off.
The film was shown on TV with lots of targeting done through Sky Adsmart, S4C and All4 – and the advert ended up winning a Drum Roses Creative Award!
A bilingual Spotify ad was also produced, using voiceover from the TV Commercial. The width and breadth of content produced was made possible by the talents of our in-house team, who make it possible for us to provide full video production services.
The campaign delivered some exciting, tangible results – not only meeting the SMART objectives, but surpassing them:
– Nearly 60,000 visits to the campaign website (against the target of 50,000 visitors)
– 3,195 conversions (320% result against the 1,000 goal)
– 3 million overall impressions from the search and display ads alone (2.8 million of which fell within the 18-24 target audience)
– The social media strategy delivered just over 5 million impressions, reaching nearly 1.9 million people between 1st January and 24th March