Crisis, the national homelessness charity, has launched a new brand identity and advertising campaign to reflect the organisation’s change in emphasis toward the hidden homeless.
The identity, created by Brandhouse WTS, features a rain-soaked window, with the finger-drawn word “help” and a new strapline, “Fighting for hope for homeless people”.
Crisis chief executive Shaks Ghosh says: “We intend to expose the misery that lives behind closed doors in squats and B&Bs, and show why housing alone will not solve homeless people’s problems.”
Brandhouse WTS chairman Mark Wickens adds: “The old logo [a house] has served the organisation well for many years, but is no longer an accurate reflection of its work.”
A radio and poster advertising campaign by Atlas Advertising, which breaks on September 9, will also focus on the issue of homeless people being hidden from public view. Media has been bought by Equinox Communications.
Last year, TBWA/London created a poster campaign for the charity free of charge that was overseen by Trevor Beattie (MW November 22).
According to the latest government figures, there are about 400,000 single hidden homeless people nationwide. Each night about 530 people sleep rough and over half of those people do so in London.