The Big Issue/Change Please: Change where you buy your coffee and change the world

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

Campaign details

Brand: Change PleaseClient: The Big Issue/Change PleaseAgency: FCB Inferno

Summary

This is the story of a planner having a moment of insight over a cup of coffee between meetings that led to an idea - nothing new there then. But this idea was then taken proactively to a client with the perfect brand fit and after eighteen months of stop-start development it became a reality. An initial £10k investment in that idea has led to a business that has turned over Elm in just over a year and saved the government £600k. The...

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