Crisis uses David Bailey in homeless campaign

by Alex Donohue, Brand Republic 10-Apr-07, 08:35

LONDON - UK homeless charity Crisis has unveiled a national print campaign, shot by legendary photographer David Bailey, which aims to highlight the potential of people who are made homeless.

The "See the potential" campaign, created by WWAV Rapp Collins London, focuses on the contribution people who are made homeless can make, and not on their social conditions. The campaign will feature in The Times, the Daily Telegraph, The Independent, the Financial Times and the Guardian. Some of the newspapers have donated the ad space to Crisis for free.

The ads were photographed by David Bailey, who volunteered for the campaign, and feature a naked man called Peter, who gained qualifications and employment via the charity's fundraising work.

Crisis said the images were chosen to make people aware of the vulnerability of a homeless person, but "upholds their dignity".

The ads also direct people to a microsite, designed by Fat Beehive, which includes a short clip about Peter's life, how he was made homeless and how Crisis helped him find work.

The website also contains links to information on how to donate to Crisis and about the charity's work. Postcard inserts in The Observer are also planned.

Andrew Page, director of fundraising at Crisis, said: "We wanted to direct people towards our website to highlight the scope of Crisis' work throughout the UK and all the different ways people can get involved to help homeless people unlock their potential."

Bailey said: "Without the breaks we have all had in life, it could easily be you or I on the other side of the lens in this campaign. We are all the same underneath."

WWAV Rapp Collins was appointed to the Crisis account in February this year, following a three-way pitch against Whitewater and the incumbents Catalyst.