The Big Issue In The North is launching a campaign to stop people giving its vendors money without taking the magazine.
Richard Brown, managing director of The Big Issue In The North, said: "This is really important - if people don't take the magazine, it keeps homeless people in a charitable environment, which is exactly what they want to move away from."
The first stage is a letter to newspapers pointing out that selling the magazine is a step towards mainstream employment.
In the letter, Brown asks: "If an individual is getting money for doing nothing, then what job can they move to with similar outcomes?"
The organisation is working with advertising agency Kaleidoscope ADM on campaign adverts. The third strand of the campaign, to run in conjunction with the ads, is to provide newspapers and magazines with stories about the vendors.