Fundraising News: Crisis TV ad aims to tackle stereotypes

Crisis has launched its first direct response TV campaign with an advert for broadcast on cable and satellite channels in a bid to attract new regular donors.

The advert is based on real events and stories, including the characters of a nurse and a guardsman who become homeless.

Chris Askew, director of fundraising at Crisis, said: "The advert challenges stereotypes, showing that homeless people have become homeless because of circumstances beyond their control."

The advert promotes the charity's Hidden Homeless campaign, which looks beyond rough sleeping to people in bed and breakfast and temporary accommodation.

By using in-house talent and volunteer services, the 90-second film cost £20,000 to make, instead of the more typical £100,000.

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