In my advertising design class, my partner and I were given a brief for Nationwide Building Society and Shelter that stated the brand aimed to build awareness for homeless populations and wanted to become a resource for the increasing homelessness. Through our research, we found a subpopulation called the "invisible homeless," which includes anyone who lacks stability in their living situation from moving from hostel to hostel to couch-surfing with friends. The majority of this population is male ages 21-40, and become invisible homeless because of inadequate advice or lack of knowledge after high school or university, the housing accommodation scarcity and being ineligible for housing benefits.
In this campaign, our primary target audience were those who were NOT considered the invisible homeless, which included community influencers, policymakers and business leaders. This audience would help us gain awareness for the homeless population and also garner support for resources, as well as brand awareness. Our secondary audience was the invisible homeless so they could learn about and benefit from the resources Nationwide and Shelter offer. We created a print series that would be hung in schools — to increase education about the homeless population before students graduate — and around the community which increases awareness of the invisible
homeless community and highlights Nationwide's resources. We also implemented branded events, such as group outreach programs to connect the homeless population with Nationwide and Shelter representatives. Lastly we implemented the Connect Community app, which would be installed in schools and at kiosks at bus stations or other public transportation systems for easy access, that furthers Nationwide as a resource for the invisible homeless population.