The integrated campaign across TV, Cinema, Social Media, OOH Activation and Press, showcased the problem in a truly haunting way. We juxtaposed the joy of the season with the misery of those left behind, by wrapping real homeless people in Christmas lights, making them impossible to be ignored. This was further accompanied by a unique interpretation of legendary music track “Creep” by Radiohead.

All media executions concluded with a call to action for donations.

#shedlight ran across all media and made for a user friendly sharable campaign in all social media.

The main challenge was to present the issue to the audience in way that would not be ignored again.

Besides bringing the issue to the foreground the other main objective was to raise donations.

The strategy of showcasing homelessness in an unexpected way resulted in a poignant campaign that broke all donations records for Adot.com

The campaign started in early December and went on until the end of the year.

The start of the campaign was done by Film and Print but soon evolved into social media and digital.

Rapidly it became the talk of the nation, and at that moment we took the idea to the streets once again and staged and experience outside a tube station to demonstrate how much the homeless people are being ignored, all around us. The creative execution demonstrated in a poignant way the heart of the problem, the way homeless people are being ignored everyday and how far we need to go grab everyone's attention.

The national reach of the campaign (covered by the Guardian, Daily Mail, BBC, Channel 4, etc.), and its amplification on social media, turned the issue into a hot topic of debate in the Christmas period. The campaign raised 63% more donations than previous years, and resulted in millions of pounds of earned media, received more than 1 Million views, and generated more than 16.8 Million Impressions. Peter collected more donations in 3 hours than in one Month.