A bold response to a growing crisis
Although St Mungo’s teams are a constant presence across the UK, supporting people day and night, the brand wasn’t connecting with potential supporters. This was resulting in low awareness, with people even attributing their work to other charities.
In response, St Mungo’s commissioned Red Stone to use their newly refreshed brand in a campaign that would not just stand out – but stick in the hearts and minds of potential supporters.
Engagement
– Engaged and managed input from stakeholders throughout project
Strategy
– Campaign workshop
– Competitor review
Creative
– Campaign messaging
– OOH campaign
– Paid and organic social campaign
– Short film
Delivery
– Multiple OOH sites across London
– ‘Spillboard’ at high‑traffic location
International Business Awards (Stevie Awards) 2025
Silver: Marketing Campaign of the Year - Non-Profit
Polaris Awards 2025
Bronze: NGO Outdoor (Multiple): Welfare
Purpose Awards 2025
Shortlisted: Best public awareness cause campaign, brand led
91%
Reach on Meta 91% stronger than forecast.
33%
Frequency on Meta 33% stronger than forecast.
10.3m
OOH campaign reached 10.3m adults (94% in London).
88m
88m OOH impressions with 9.25 average frequency (OTS).
Insight‑led strategy, grounded in real experience
To ensure authenticity, Red Stone immersed themselves in St Mungo’s world, engaging closely with staff and clients to understand the charity’s needs. This collaborative research informed a refined strategic position, giving St Mungo’s the clarity to better connect with both external and internal audiences.
The insight? Presence is everything. Not just in moments of crisis, but in every step of recovery. That led to the campaign idea: ‘We’re Here’.
This simple, powerful proposition reflects St Mungo’s role as a guardian – always there, always present. It brings the charity’s mission to life in a way that’s clear, human and powerful.
Clarity and emotional Impact
The campaign strips back visual clutter to foreground two things: St Mungo’s name and the real stories of individuals they’ve helped.
The photography favours empathy – showcasing compassionate portraiture that empowers. Bold typography and pared-back layouts make the message instantly legible, even on the busiest street corners.
Maximising reach – everywhere it matters
A campaign is only as strong as its presence. Red Stone worked closely with the media agency to secure premium placements in high-footfall locations. A ‘spillboard’ near Waterloo station ensured no one could miss the message.
Targeted paid social extended the campaign’s reach beyond the streets. Every touchpoint reinforced the same message: St Mungo’s is here – every day, every night.
Step change for St Mungo’s
The result? A leap forward in how St Mungo’s is seen and understood. The campaign reflects not only the charity’s identity – but its emotional truth: unwavering, compassionate, consistent.
“We've worked with Red Stone for years and have always known our public profile was limiting our ambitions. Now, with the right insight data and timing following the successful brand launch, the 'We're Here' campaign was made possible. The relationship we have with Red Stone allowed to take a creative (and well informed) leap of faith, with a campaign that feels truly like us.”
