Medium and message

How Crisis took advantage of February's cold snap

Crisis snow campaign
Crisis snow campaign

Crisis used cardboard 'beds' to remind the public that not everybody enjoyed the sudden cold snap in February.

The charity worked with a marketing agency to produce 30 'beds', which were strategically placed across the capital the day after the first snowfall. The posters bore the charity's website address and the words "Loving the snow? Try sleeping in it".

Crisis hoped to use the unexpected snowfall to remind people that death is a very real possibility for rough sleepers in cold weather. The 'beds' were placed in crowded areas such as tube stations and outside offices, and in places frequented by homeless people such as doorways and alleyways. They were dropped off in the evening and picked up the next day.

Leslie Morphy, chief executive of Crisis, says the idea came from the charity's marketing agency, Rapp, with which it has worked on many projects. "It was vital that we got the ad out before the snow melted," she says. "We moved quickly and brought the campaign to life in less than 24 hours."

Robert Mayes, group communications director at Rapp, adds that good communication was essential. "Crisis reacted as quickly as we did, making the whole process easy," he says. "As soon as you've got the idea, it's important to tell the relevant people. We had only a small window of opportunity and work can take time to get signed off."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in
Follow us on:

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners


Expert Hub

Insurance advice from Markel

Charity property: could you be entitled to a huge VAT saving?

Charity property: could you be entitled to a huge VAT saving?

Partner Content: Presented By Markel

When a property is being constructed, VAT is charged at the standard rate. But if you're a charity, health body, educational institution, housing association or finance house, the work may well fall into a category that justifies zero-rating - and you could make a massive saving

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now