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I’m here
The Big Issue
The Big Issue “I’m here” campaign was a previous winner of the charity sector in the annual Digital Creative Competition. Launched by Forever Beta, the campaign was an interactive OOH campaign in Westfield London, supporting Big Issue vendors facing challenges during the two years of the COVID-19 pandemic.
The Big Issue vendors rely on selling magazines for income, with a business model of buying for £1.50 and selling for £3. The challenge was to increase visibility for vendors and support their livelihoods amidst the difficulties of the recent COVID-19 years.
The campaign used the full motion screens in Westfield to notify the community when a Big Issue vendor was at their pitch, enhancing their visibility. Geolocation technology in vendors’ jackets triggered supersized versions on the nearby screens, directing customers to their pitch. Customers could buy magazines directly from busy vendors through QR codes on digital screens.
- Territory United Kingdom
- Date June 2022
- Category Charity
- Format Creative Solutions
- Objective Broadcast Awareness
- Agency Forever Beta
- The campaign achieved strong PR coverage and digital results, but most importantly, it translated into 400% increased vendor sales
- Interactions with the vendors increased by 860%, and the overall positive sentiment of the vendors increased by 11%
“This is a great campaign that draws attention to our brilliant vendors, who like many others, have gone through an incredibly difficult couple of years. Often, selling The Big issue is their main source of income. We welcome this opportunity to raise their profile in this innovative way. If you see one of our vendors, please head over and support them by buying the latest copy of The Big Issue.”
Nashitha Suren
Group Consumer Revenues Marketing Director, The Big Issue
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