Crisis at Christmas
A fully integrated, multi-channel appeal for Crisis at Christmas which raised millions to help end homelessness.
The challenge
Crisis needed to raise funds for ‘Crisis at Christmas’ – nationwide events to help thousands of people start their journey out of homelessness.
The work
Catalyst, the lead agency for the Crisis at Christmas campaign, developed a proposition and a fully integrated, multi-channel campaign. As a lead creative, I wanted audiences to understand the grave threat to life for people on the streets. And the difference their donation could make – giving someone a loving Christmas and a fresh start. Working closely with the team at Crisis, I created persuasive content for press adverts, TV and radio adverts, millions of doors drops, direct mail packs, paid social, display ads, homepage takeovers, inserts, emails, and marketing materials in Crisis shops and cafés.
My favourite part of the job was getting to know people who were experiencing homelessness and helping them tell their incredible stories through everything from RG conversion campaigns, to a regular supporter magazine. Together, we urged people to support Crisis’ life-changing work all year round.
The impact
The award-winning campaign boosted awareness of Crisis’ work and transformed donations from £2m to £24million over Christmas, and this in turn helped the charity support thousands of people on their journey out of homelessness.
Catalyst also secured Best IG campaign, National Fundraising Awards, Crisis at Christmas (2019) and was Winner, The Drum Digital Advertising Awards Europe, Crisis at Christmas (2019).