Many well-intended people continue to give direct to homeless people on the streets of Westminster. The Connection at St Martin’s – a London- based charity that helps homeless people – wanted a hard-hitting campaign that would encourage a shift in behaviour.
We highlighted the ultimate consequences of giving directly – a person’s death. The campaign included posters, beermats, take-one and leaflets that appeared in pubs throughout the Westminster area. A landing page further explained the reason for the campaign and, of course, gave an opportunity to donate to the charity – the preferred way of giving.