Today we’ve launched a new brand awareness campaign for End Youth Homelessness. ‘Turn Lives Around’ aims to change the public’s perceptions of youth homelessness. Reminding us that homeless young people have the potential to beat the odds and turn their lives around, if they get the right help at the right time

The two OOH executions, created by us, depict homeless young people asleep in unsafe places. When the picture is inverted, their positions in sleep are heroic and they look like superheroes; their sleeping bags become superheroes’ capes billowing in flight.

The clever use of photography, from acclaimed fashion and advertising photographer, Dan Medhurst, presents homeless young people as a message of hope. Despite incredibly difficult childhoods, homeless young people have the potential to beat the odds and turn their lives around.

The OOH will appear at 100 sites across the United Kingdom – everywhere from London to Bristol, Cardiff to Edinburgh – kindly donated by Creative Out-of-Home agency Jack.

Nick Connolly, Managing Director of End Youth Homelessness said:
This campaign talks about youth homelessness in an unprecedented way; it presents homeless young people as a message of hope. Homeless young people have their whole lives ahead of them; they can build successful futures if they get the opportunity and support they need. We are excited to be partnering with WCRS, Jack and Black Dog Films to raise awareness of the issue.

Orlando Warner, Creative Director at WCRS, said:
It isn’t often you see communications from homelessness charities with messages of hope. They usually focus on the considerable negatives of life on the streets. What’s great about End Youth Homelessness is the end to end support their Member charities provide – from healthcare to housing. This striking poster shows how they help turns lives around- a person asleep on the ground, when viewed from another angle, becomes a far more heroic figure. It’s a simple way of bringing to life how we get young people out of homelessness to fully realise their potential.

The campaign will run until the  21st May 2018.

Full credits:
Client: End Youth Homelessness
Agency: WCRS
Production Company: Black Dog Films
Executive Producer: Martin Roker
Creative Director: Orlando Warner
Photographer: Dan Medhurst
Producer: Holly Wolfers
Stylist/Production Assistant Frankie Markot:
Production Assistant: Jess Newbury Vincent
Casting: Emma Garrett @ Garrett Casting
Special thanks: The Old Diary
Creatives: David Dearlove & Richard Nott
Agency Designers: Lee Burns
Creative out-of-home agency: Jack (Marketing Manager: Steph Gilks)