Thames Reach

The homelessness charity has launched a digital, interactive advertising campaign to encourage the public to donate money to help rough sleepers

Thames Reach campaign
Thames Reach campaign
What is it?
Advertisements are being shown on along roadsides in London, encouraging the public to make text donations to Thames Reach. The adverts, shown on digital screens of the outdoor advertising company Clear Channel, feature real homeless people and show rough sleepers being helped off the streets by the charity. Fresh adverts will be show on LED screens over a two-week period.

Anything else?

The advertising campaign has the backing of the singer Imogen Heap, who has donated a new track called Lifeline. People can download this once they have made a £2 donation by texting the word ‘home’ to the number 70099.

How is the campaign being promoted?

The campaign will be supported by a website, a Facebook page and a Twitter account. Updates on each homeless person featured in the campaign will be posted on the Facebook page and Twitter feed so donors can follow their progress.

How else can the public get involved?

Comments made by members of the public on these social networking channels will be incorporated in the digital adverts as the campaign progresses and will be shown on screens around the capital. 

Third Sector verdict:

Making the advertisements interactive will make the public feel more involved in the campaign when they see their comments appear on the screens. Being kept updated on how the rough sleepers are getting on and how their situation improves will mean members of the public feel like their donations count.

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