One night can change a life

For their Winter Appeal campaign, Depaul UK wanted to highlight the urgent risk of young people spending the night on the streets this winter and how, by donating to Depaul, audiences can provide life-changing support.

The main audience for the campaign was a cold audience, so we wanted to compel connection through an instant emotional pull. We wanted audiences to feel sympathetic by highlighting individuals’ vulnerability on the streets, but also feel like they can be part of the immediate solution.

With a limited budget we focused on close-up shots and impactful sound design to allude to the dangers of a night spent on the street (catcalling, police sirens, aggressive shouting) and contrasted this with the safety of a warm room for the night.

We delivered an overarching fundraising campaign video used on our website featuring the stories of the young people (Max, Sharonjot, Able) and individual versions for email and paid advertising on social media.