St Mungo's
Brand awareness campaign to cut-through and stand-out
Framing the challenge
Homelessness charity St Mungo's are a visible presence on the street – meeting and supporting people every day and night, to help them bounce back from homelessness.
But despite this, brand awareness among potential supporters was low, negatively affecting fundraising campaigns and often leading to the brand's work being misattributed to competitors.
Following a successful brand development partnership, St Mungo's commissioned Red Stone to bring the brand to life, by creating an attention grabbing campaign that would capitalise on the new brand, give St Mungo's the cut-through it needed and stick in the hearts and minds of potential supporters.
Every day. Every night.
St Mungo's had an opportunity to own their physical presence out on the street. The concept of being 'here' is central to the brand positioning and provided the perfect concept for the campaign – highlighting both the support St Mungo's provides, but also helping St Mungo's become synonymous with being the homelessness charity out there on the street.
Clarity and impact
As a brand awareness campaign, we needed to ensure clarity and impact. Taking a bold, pared back approach to creative allowed us to hero both the brand name and the personal stories of the people St Mungo's support.
Purposefully avoiding image stereotypes within the sector, we opted for a more subtle approach to photography. Putting the personal, relatable story first, the aim is a more emotive connection that makes it easier for the viewer to imagine themselves in the scenario. This approach is balanced by positive, empowering portraiture showing the impact of St Mungo's work.
Maximising every opportunity
We worked closely with both the project team and media agency to ensure the campaign would engage key audience groups as well as feeling wholly relevant to the work St Mungo's do. Focusing on street-level, high footfall locations, the campaign creative works hand in hand with the media plan to make the most of every site.
An additional one-off 'spillboard' near Waterloo station takes the campaign beyond the ordinary – demanding attention and putting the brand unequivocally front and centre.
Alongside bold paid OOH and supporting paid social, the campaign represents a step change for St Mungo's as it continues to bring the brand to life and build the awareness their incredible work deserves.
"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."
Assistant Head of Public Engagement
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