LIDA launches “Big Ask” ambient campaign for homeless charity
Howard Lake | 31 July 2009 | News
Relationship marketing specialist LIDA has created a new campaign to raise funds for homeless charity The Connection at St Martin’s-in-the-Fields.
Themed ‘the Big Ask’, the campaign featured an ambient marketing event that played on the familiar image of homeless people begging.
Actors posed as homeless people begging and sat outside The Connection at St Martin’s-in-the-Field centre, holding the traditional beggar’s placard featuring a long, impossible-looking list of requests.
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The campaign’s message was that these services and support are what The Connection at St Martin’s provides everyday: beds, showers, meals, and longer term solutions such as helping source long term housing, learning skills, confidence building, finding employment and entering education.
These events will be staged throughout August at rush hour as commuters are heading home. Flyers containing further information about the charity’s services and details of how to make donations are then handed out, encouraging people to call, email or visit the charity’s website.
Shaun Moran, Creative Director at LIDA, said: “We really wanted to highlight that if you want to help homeless people, give to the Connection at St Martins. Your money goes so, so much further.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.