Hidden Homelessness
In partnership with SIFA Fireside, we're shining a light on a frequently overlooked aspect of homelessness. Our new advertising campaign, "Most Homeless People Remain Hidden," seeks to highlight the less visible realities of homelessness, such as those who sofa-surf, sleep in their cars, or are caught in modern-day slavery and forced to sleep at their workplaces. While rough sleeping is the more obvious manifestation of homelessness, the fact is that many people live in these concealed, unstable situations. Recent data from SIFA Fireside reveals the extent of the problem, showing over 2,400 individuals experiencing hidden homelessness compared to just 540 rough sleepers since April 2023. Recognizing the issue is the first step toward addressing it, and we hope this campaign encourages people to look deeper into this matter. Thanks to the generous support of Ocean Outdoor, which has provided crucial advertising space, we're bringing this issue to the forefront across multiple prominent outdoor advertising locations. Our choice of media was intentional; while most posters might be overlooked, this creative approach invites viewers to pause and truly engage with the message, offering a little reward for those who discern the hidden elements. However, this campaign is not solely about raising awareness; it serves as a call to action. We urge everyone to participate, educate themselves, and support the initiative. Your involvement can significantly impact the lives of those experiencing both visible and hidden homelessness. Check out SIFA Fireside's campaign page to see how you can help effect change. This marks our second creative campaign for the Birmingham-based charity, following our "Homelessness Doesn’t Take A Holiday" initiative launched last summer. Our agency has a longstanding commitment to addressing homelessness, having collaborated with St Basils, the Midlands Youth Homeless charity, for many years.