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Creative

Tired of Mariah? Homelessness Charity Launches New Kind of Christmas Playlist

Campaign from Publicis London has been developed with the support of Creative Solutions, Spotify's internal creative agency for brands

Tired of Mariah? Homelessness Charity Launches New Kind of Christmas Playlist

An innovative campaign by youth homelessness charity Depaul UK that launches tonight (Friday, 7th December) is using Spotify playlists to tell the unheard stories of young people who have experienced homelessness.

DEPAUL UNHEARD: Playlists Against Homelessness aims to reach the 16-to-25 age group with which Depaul UK works and reframe how they see homelessness.

With the support of Spotify playlists, the stories of George, 20, Kristina, 20, Fatos, 25, J. Cocoa, 19, and Emma, 21, are told using the titles of songs in a personal way. As users read the song titles, the playlist reveals that young person’s experience of homelessness.

A final 'track' allows the listener to hear directly from the individual, giving a unique insight into their previously unheard story. You can listen to the playlist on Spotify here.

The diverse playlists break down stereotypes of people who experience homelessness by sharing personal accounts of the varied circumstances which can lead to someone not having a home.

Tom Grennan, who achieved a Top Five album in the UK charts this year with his debut hit Lighting Matches, recently completed a sold-out UK and European tour, including Brixton Academy. He is flying back from the Russian leg of his current tour to play at the launch event.

Tom said: “I’m proud to be performing to support the Depaul Unheard campaign. Listening to these moving stories, told through Spotify, will change your understanding of youth homelessness.”  

Spotify’s UK Head of Sales Rakesh Patel said: “I am very happy that Spotify is able to allow these stories to be heard and shared through our platform and the artists on it.”

Mike Thiedke, Depaul UK’s CEO, said: “Every experience of homelessness is unique, and the diversity of playlists demonstrates this. Through Spotify, we hope to break through the noise and reach listeners directly so that they can understand what people like George and Fatos have experienced.

“We’re very grateful for the support we have received from Spotify, Facebook, Tom Grennan and Sony. And our partner Publicis London’s creativity and enthusiasm have made this project a reality. Working with such exciting companies ensures we are able to amplify our voice and raise awareness of this important issue.”

J. Cocoa, who features in the campaign and will perform at the launch event, said: "Sharing my own story through a Spotify playlist has helped to show the world, but also myself, how strong I am as a person.

"Music has always given me strength. It helped me to escape homelessness, to become a better person, and through this project I hope that it can help other young people to do the same."

Dave Monk, Publicis London Executive Creative Director, said: “We’ve all been guilty of switching our noise-cancelling mode ‘on’ when it comes to the issue of youth homelessness. What better way to get people to listen than by using the world’s greatest voices to help tell these unheard stories.”

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Creative Agency

Creative Agency: Publicis London

Copywriter: Ricardo Porto

Art Director: Victor Bustani

Producer: Nicola Turek, Craig Priestley

Executive Creative Director: Dave Monk

Account Management: Paul Matuszczyk, Lizzy Adams, Ben McKee

Planners: Stuart Williams

Production Company

Production Company: Picture Base

Production Manager: Tim Bath, Kevin Smith

Offline

Editor: Cameron Place

Category: Charity , Corporate and social

Genre: Digital , Music & Sound Design