In March 2020, in response to the Covid-19 pandemic and consequent lockdown, the UK government made unprecedented progress toward ending homelessness. In England alone, nearly 15,000 people experiencing homelessness, including the majority of people sleeping rough, were provided with safe accommodation in a matter of days. When lockdown came to an end, a return to homelessness seemed likely. To make sure all the progress made during lockdown wasn’t lost, Crisis’s #HomeForAll campaign invited the British public to join the cause and unite under the belief that the end of homelessness is within our reach.
More than three quarters of people in Britain feel powerless to help people experiencing homeless.
Close the “Belief Gap” by harnessing the progress that has been made during lockdown and inspire and energise people to grasp the opportunity we have been given to end homelessness once and for all.
The integrated campaign has a distinctive look and feel which was developed to reflect all the ways we as a society could help to end homelessness, with graphics that bring to life the tangible actions and ways of communicating to achieve our goal. A social film also brings to light just how much has been achieved and puts a spotlight on the tangible ways that the public can help end homelessness for good.
Six artists have been enlisted to bring to life a series of statements to help reframe the issue of homelessness. A group of artists with differing styles have been chosen, giving each design a distinct personality. The artists include James Daw, Olivia Rose Southern, Ailsa Yexley, Hattie Fellowes, Luke Smile and Ashley LeQuere.
The resulting suite of statements have huge tonal variance, shifting from optimism to frustration to compassion. Social media users will be asked to share the messages that happen to resonate with them on their own social channels to help show their support.
The campaign was shared by influencers including One Direction’s Josh Devine, Giovanna Fletcher and lifestyle influencer Lucy Moon, with half a million impressions within the first week of activity.