This winter, Londoners will be reminded of the harsh conditions endured by homeless individuals through a unique and impactful campaign. Digital advertising screens across the city will use weather data to dynamically display messages, ensuring the message resonates with the current weather conditions. This innovative approach will amplify awareness of the struggles faced by those sleeping rough in the cold.
This section introduces the article’s central topic: the innovative campaign to raise awareness about homelessness in London. It highlights the use of weather data for dynamically displaying messages, emphasizing the campaign’s unique approach.
Engaging Messages Triggered by Weather Data
The campaign, spearheaded by the Mayor of London, utilizes the tagline “Whatever the weather, homeless people deserve better”. It cleverly leverages weather data from the Met Office to trigger relevant messages. When temperatures plummet to zero degrees Celsius or below, the advertising screens will display messages highlighting the harsh realities faced by homeless individuals during freezing nights. These messages encourage the public to take action and refer those sleeping rough to support services.
This paragraph explains how weather data triggers specific messages on the advertising screens, emphasizing the campaign’s focus on raising awareness about the harsh conditions faced by homeless individuals during cold weather.
Helping Those in Need: A Call to Action
The campaign’s goal is to raise awareness about the impact of freezing weather on the thousands of people sleeping rough in London. It encourages Londoners to contribute to the cause by donating and referring individuals in need to StreetLink. This website, app, and telephone service allow concerned citizens to connect people sleeping rough with local support services.
This section highlights the campaign’s objectives: raising awareness and encouraging action through donations and referrals to StreetLink.
A Collaborative Effort for a Worthy Cause
Launched in late November, the campaign has already achieved impressive results. Londoners have contributed over £200,000, and a record 9,165 referrals have been made to StreetLink. The initiative was made possible through the generous pro-bono support of Weber Shandwick London, production house Voodooh, and out-of-home media owner Clear Channel, who donated advertising space for the campaign.
This paragraph highlights the campaign’s success and acknowledges the contributions of various organizations involved in making the initiative possible.
Sharing Real-Life Experiences Through Radio Ads
In addition to the digital advertising screens, a compelling radio advert features Gordon, a former rough sleeper, reading the evening’s weather forecast. His experience provides a powerful and personal perspective on the hardships of life on the streets during winter months. Gordon, now an actor for Cardboard Citizens, a theater company and homeless charity, and studying for a BA in performing arts, initially received support from homeless charity Crisis.
This section introduces the radio advert, featuring a former rough sleeper sharing his experiences to provide a personal perspective on the hardships of homelessness.
Adapting to Weather Conditions
Like the advertising screens, the radio advert uses weather data from the Met Office to adapt its message to the forecast. Different versions are broadcast depending on the temperature – one for sub-zero temperatures and another for temperatures between zero and five degrees Celsius. This targeted approach ensures the message is relevant and impactful to listeners.
This paragraph explains how the radio advert leverages weather data to deliver different messages based on temperature, ensuring the message resonates with the current conditions.
Amplifying the Message Across London
The radio ads, running from January 28th to February 11th, can be heard across various London radio stations, including LBC 97.3, Absolute Radio, Capital Brand, Magic, and talkSPORT. This wide reach ensures that the campaign’s message reaches a significant number of Londoners, amplifying the call to action and encouraging them to support those in need.
This section highlights the reach of the radio campaign, aiming to maximize its impact and awareness across various London radio stations.
Bringing Awareness to the Importance of Helping Those in Need
The campaign highlights the importance of addressing the needs of homeless individuals, particularly during harsh weather conditions. The initiative encourages Londoners to be more aware of the struggles faced by those sleeping rough and to take action by contributing to the campaign and referring those in need to support services.
This section emphasizes the importance of addressing homelessness and highlights the campaign’s impact on raising awareness and encouraging action.
