Mayor of London launches ads to help the homeless
The mayor of London, Sadiq Khan, has launched a new advertising campaign to raise awareness about the impact adverse weather conditions can have on homeless people.
Digital advertising screens in more than 130 location across London will use weather data from the Met Office to provide up to date weather information for that evening when the temperature drops to zero or below, reminding the public of the conditions homeless people have to endure and encouraging them to refer rough sleepers to support services such as StreetLink.
Launched in November, the campaign has already raised over £200,000 with Londoners making a record 9,156 referrals to StreetLink.
The campaign was developed with pro-bono support from Weber Shandwick London, production house Vodooh and uses advertising space donated by out-of-home owner Clear Channel.
Khan also launched a similar radio ad campaign featuring a rough sleeper reading the evening’s weather forecast, followed by an appeal to the public to consider the hardship of life on the streets during the winter months. The ad went live on 28 January and will run until 11 February across London radio stations including LBC 97.3 and Magic.
“It is a national disgrace that so many people are being forced to sleep rough, and we know Londoners want to help in any way they can,” said James Murray, deputy mayor for housing and residential development.
“Londoners have already thrown their support behind the mayor’s rough sleeping campaign, and these innovative digital screens, alongside the radio advert, will help to further raise awareness of how to help rough sleepers.
“I urge Londoners to keep donating, and to refer any rough sleepers they are concerned about to StreetLink, so they can get the support they need to leave the streets for good.”
James Nester, executive creative director at Weber Shandwick added: “We’re obsessed with the weather – yet few of us appreciate how perishingly cold it gets at night. This simple, data driven idea twists the conventional weather forecast, giving Londoners a powerful nudge to help rough sleepers.”