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Manchester: Nightstop

TOGETHER WE HAVE HELPED:
Inspire thousands to open up their homes to homeless youth.

#WeHearYou

Thousands of people aged 16-24 are homeless and have nobody to look out for them. Watch this touching short film about youth homelessness and join us in helping to change their lives.www.nightstop.org.uk

Posted by Nightstop UK on Wednesday, 29 November 2017

Key deliverables:

  • Messaging
  • Scriptwriting
  • Film and Graphic production
  • Social media strategy and launch support

Homelessness is a huge problem around the world, especially for young people. NIGHTSTOP provides a bed for the night for young people in their moment of crisis.

We worked closely with the NIGHTSTOP team for a second time, to build and activate an integrated campaign around the launch of a new service in Manchester. Our objective was to voice the fact that homelessness is not acceptable in Manchester and that volunteers are needed to open their homes up, acting as ‘hosts’.

We conceptualized a compelling social experiment which used the real experiences of young homeless people to create an emotional impact on the audience. This was supported by a social media strategy that integrated NIGHTSTOP’s online and offline activity. After building an audience and using emotive content to engage them, we collated all of our efforts to gain volunteers.

As a result of our campaign, NIGHTSTOP had a successful launch which attracted sign ups of ‘hosts’, a core social media following as well as national media coverage in the Guardian. Thanks to these elements combined, donations and signs ups soared.