Awareness Campaign

Client: St Mungo’s

St Mungo’s, a homelessness charity, sought to improve brand awareness and correct misattributions of its work to other homelessness charities. Following our brand development project, they appointed us to create a n awareness campaign to capitalise on the charity’s presence on the streets and ensure they became synonymous with homelessness support.

A 4–6 week out-of-home (OOH) campaign in London prioritised high-impact placements, supported by social campaign. The primary objectives were to increase correct campaign attribution to at least 15% in year one, improve brand awareness in key regions, and contribute to a three-year goal of raising spontaneous awareness from 3% to 5–6%. In the long term, the charity aims to generate £2.1 million in additional income. Two audience groups were targeted: socially conscious individuals aged 55+ who value civic duty and innovation, and issue-driven individuals aged 45+ who are engaged with local causes. The campaign, designed for clarity and impact, featured real-life stories and empowering portraiture rather than stereotypical homelessness imagery. A ‘spillboard’ near Waterloo station further boosted visibility. The campaign’s digital approach used video assets and carousel statics to drive engagement. Results exceeded expectations: OOH achieved 88 million impacts (7.6 million OTS), Invibes’ reach exceeded targets by 183%, Meta by 91%, and PMAX CTR by 97%. The digital campaign’s reach surpassed targets by 90%, demonstrating excellent value for money. Media coverage in Marketing Week and Third Sector reinforced the campaign’s success, marking a significant step forward in St Mungo’s brand awareness programme.