Change into Action

The Brief: To inform the public where to get help for someone living on the streets.

Concept: The campaign centres on illustrated snapshots of everyday life—moments most people recognise, like walking past someone on a morning commute or seeing someone sleeping rough in a doorway. By placing homelessness within these familiar settings, the campaign makes the issue feel immediate and relatable rather than distant or abstract. Each scene highlights the uncertainty many people feel in these situations —wanting to help but not knowing how.

The key message bridges that gap. Alongside each illustration, the campaign introduces a simple, practical action: contacting the organisation equipped to provide real support. By turning passive empathy into a clear next step, the campaign empowers the public to respond confidently when they encounter someone experiencing homelessness.

Outcome: A series of illustrated adverts that ran across digital screens throughout the city, providing clear guidance on how and where to seek support.