Centrepoint 2018

In 2018 we worked with Centrepoint to produce a Christmas film to highlight loneliness in young people at Christmas.

Through interviews with service users, staff and the target audience we grew a deep understanding of problems that young people faced at Christmas.

We were moved by their stories and quickly learned about the complex issues and specific challenges that homeless young people and young people at risk of being homeless faced during the festive season.

With these insights we were determined to represent their lives with honesty, integrity and empathy. We were bored and frustrated at the representation of homelessness in advertising. The images of sleeping bags, thin blankets, rainy nights and crowds ignoring those asking for help are all too cliché and over used symbols of a problem which is much more faceted.

So we went about producing Parallel World, a digital ad that showed how loneliness is a feeling, how you can be lonely in a room full of people,  and how common it is for loneliness to be trigged by the festive season.

Parallel World tells a story of a young man enjoying all the trappings of a traditional Christmas but his real self, is a lonely man with worries of becoming homeless in the near future.

This film beat all set KPI’s and while not intended to raise money also generated fund raising for the charity.