I spent 12 months supporting the Greater London Authority and the Mayor of London on a whole host of things. From encouraging voter turnout in the mayoral elections to helping recent migrants feel welcome. But, one of my favourite campaigns was this.

Streetlink, like many homeless charities, saves lives, but traditional shock ads featuring desperate imagery have lost their impact. They’ve become clichés, leading people to overlook this critical cause. 

So, we took a new approach: an ad that feels warm and homely at first glance, but reveals a harsh reality upon closer reading. The campaign also ran on digital and social platforms, tailored for each medium to maximise effectiveness.