Carat helped secure donated media on TV, radio, press, OOH and online.
As Australia emerges from pandemic lockdown, The Big Issue vendors are returning to city streets across Australia.
A new campaign from Town Square announces that it’s back to business for vendors, proudly selling the magazine to earn their way out of homelessness, disadvantage and marginalisation.
The Working For Home campaign makes a bold and simple statement, playing off a phrase that has become all too common to the Australian workforce since the coronavirus restrictions were imposed.
This is an optimistic, forward-looking campaign, reminding us that The Big Issue vendors are working every day to support themselves.
Each self-employed Big Issue vendor buys copies of the fortnightly magazine for half the cover price and retains the retail margin as their income.
“Across the lockdown, The Big Issue turned to digital editions to keep our readers as engaged as possible, and set up a fund to provide immediate assistance to at-risk vendors," The Big Issue CEO Steven Persson says.
"But now that restrictions are lifting in many of our cities, our vendors are returning to work, seeking to support themselves just like the rest of the Australian workforce.
"This campaign is our proud announcement that vendors are back, earning an income. We look forward to seeing more Big Issue readers enjoy the magazine, knowing that purchasing a copy is helping some of the most disadvantaged in our community to earn a living.”
Town Square, which has been working with The Big Issue on a pro bono basis for a number of years, developed the campaign in association with Carat, who has secured impressive exposure, including donated media on TV, radio, press, OOH and online.
“COVID-19 has been hard on us all but the lock-down has hit the disadvantaged harder than most," Town Square director Harry Corsham says.
"This campaign plays with language to remind us of this, with a simple, optimistic message that invites people to show a bit of social solidarity at a tough time, by supporting the smallest local business on their block. We are grateful to everyone who has donated their time and resources to make this campaign happen.”
Carat ANZ CEO Sue Squillace says the agency has no hesitation when it comes to helping in times like this.
“It’s not only rewarding to witness the generosity of our long-term media partners, but seeing how quickly they responded when asked to support this great cause has been overwhelming," Squillace says.
"I’m also very proud of the Carat team and their collaborative and passionate approach during this campaign.”
The Big Issue
CEO: Steven Persson
National Communications & Partnerships Manager: Steph Say
Marketing & Events Manager: Hope Oliver
Creative Director: Brendan Day
Copywriter: Kevin Dolan
Art Director: Benny Moore
Chief Strategy Officer: Neville Doyle
Account Director: Jessica Hay
Producer: Bec Stielow
Editor: Jimmy Walker
Production Company: Picture Co.
Director / DOP: Nathan Christoffel
Sound Recordist / Photographer: Jess Curry
Sound Studio: Bang Bang Studios
Client Leader: Janine Virtue
Client Director: Adelle Sturges
Client Manager: Jade Bailey