Big Issue launches personalised digital OOH campaign celebrating vendors

Social enterprise The Big Issue has launched a campaign with personalised digital billboards and geolocation to shine a spotlight on its vendors.

As part of the “I’m Here” campaign, three billboards around Westfield London will be personalised to each vendor on their specific pitch and carry QR codes so passers-by can buy a magazine through the digital screen.

Paulo Areas, chief creative officer at Forever Beta, said: “The past couple of years have been challenging for The Big Issue, especially for vendors. Our campaign reminds vendors’ communities that they’re still here, in the biggest way possible.”

He explained: “We started by redesigning the iconic red Big Issue vest to incorporate a geolocation beacon that allows vendors to interact with outdoor media in a whole new way. Whenever a vendor walks by a billboard, the tech serves a personal message from a giant, video-version of the vendors.

“When a vendor is away from their pitch, we use our billboard to let people know exactly where they are – pointing passers-by in the right direction. Every vendor becomes a powerful advertisement, increasing their reach and visibility – and letting everyone know that they can buy this week’s copy of The Big Issue from the vendor,” she commented.

The campaign broke on 15 March and brings attention to how Big Issue vendors earn a living by selling the magazine as they buy magazines for £1.50 which they then sell to the public for £3, keeping the difference to earn a legitimate income.

The Big Issue is a weekly entertainment and current affairs magazine founded in 1991 which offers “a hand up, not a hand out” to those experiencing homelessness and poverty.

Since it was started, more than 200 million copies of the magazine have been sold by more than 100,000 vulnerable people.