Homelessness in South Australia has been growing at an alarming rate – particularly through the colder months. The increased rate of homelessness has led to a creeping acceptance of the issue in society, causing a near resignation of people’s compassion to it.

Our strategy was to create a Winter Appeal campaign that restored focus on the issue, appealing to both stakeholders and the broader community, while acting as an advocacy piece for those South Australians who are doing it tough.

We reinforced the idea that just because someone is without a home, doesn’t mean they should be without hope, with the power of the campaign lying in the fact that it is based on a real-life scenario. By filming the video as a single shot, we draw the audience into the situation and immerse them in a sense of realism.

The result was a campaign that represents the true nature of the circumstance and challenges the misconceptions of homelessness. This campaign has been met with positivity and support from the community, increasing both awareness and, importantly, donations to the cause.