Campaign details
Brand: St Mungo'sAdvertiser: St Mungo'sAgency: ParkhouseCountry: UK
Campaign Overview
A warmer Christmas
St Mungo's aims to end homelessness but knows it takes more than putting a roof over someone's head.
Strategy
Many people think homelessness always starts with drink or drugs, and that the solution is a bed for the night. Animal charities are also considered more deserving than those supporting humans.
St Mungo's Christmas Emergency Appeal would usually focus on the fact living outside can be lethal in winter. It's the key period for fundraising and the majority of donations...