Most people who give to Crisis do so at Christmas, often as a one-off donation. But when the numbers of people facing homelessness are higher than ever, that’s just not enough.
While Christmas donations are crucial, it takes consistent support for people to leave homelessness behind. Crisis need to be there every month, providing practical, expert help – for as long as it takes.
To help make this possible, Crisis asked us to help launch a year-round programme for regular giving. At its heart is ‘The Months’ – the charity’s first-ever TV ad to inspire year-round donations.
what we did
- Strategy
- Regular giving proposition
- TV ad
- Social media
- Paid digital
‘The Months’ is an unflinching look at the relentless struggles of life spent homeless – and a story of how, through a gift to Crisis, everything can start to change.
The ad tells the story of four characters, each experiencing a different form of homelessness – from rough sleeping to sofa-surfing and unsafe temporary housing.
With a poignant voiceover contributed by acclaimed actor Sir Jonathan Pryce the narrative then shifts – showing viewers how, when Crisis is able to provide ongoing support, people can turn their lives around.
The message is clear: by giving as little as £5 a month, you can play a vital role in ending homelessness.
As part of a wider campaign to inspire regular giving, this TV ad will help ensure Crisis can continue to support people in leaving homelessness behind. For as long as it takes.
