The Big Issue, the UK’s leading anti-poverty social enterprise, has released The 12 Days of Homelessness, a Christmas advert, created to raise awareness around the most pressing causes of homelessness in the UK. The campaign, developed by creative comms agency Work & Class, with support from production company Feed Films, underscores the urgent housing insecurities facing both the public and Big Issue’s vendors.
The 12 Days of Homelessness film reimagines the classic 12 Days of Christmas tune to highlight the diverse causes of homelessness, such as loss of income, rising costs and lack of affordable social housing. Narrated by Big Issue ambassador Daniel Mays, the film features Big Issue vendors and frontline workers, each reading one of the leading causes of homelessness, as well as some of the many ways the Big Issue provides support.
The film follows a recent Big Issue survey, which revealed that over half (54%) of Brits feel an increased risk of homelessness compared to last year. A poll of Big Issue vendors echoes these concerns, highlighting how 78% now feel more vulnerable to homelessness than before the cost-of-living crisis.
Big Issue Ambassador Daniel Mays, who provided the voiceover for the film, said: “The Big Issue exists to help people living in extreme poverty rebuild their lives – not just at Christmas, but every day. Selling the Big Issue gives people in the most challenging situations a way to earn, learn, and thrive, plus access to the basic services they so vitally need.”
Zoe Hayward, CMO at the Big Issue Group, said, “With the cost-of-living crisis still biting, this winter could be devastating for many, including our vendors. Through The ‘12 Days of Homelessness’, we aim to drive awareness around the complex realities of homelessness and poverty and encourage everyone in communities across the UK to support their local vendor. Through selling the magazine, people affected by poverty can earn a legitimate income and through our regional support teams, vendors can access vital services like secure housing, enabling them to rebuild their lives and build a better future.”
This winter, Big Issue is asking the nation to help change a Big Issue vendor’s life by purchasing a magazine every week or buying a Vendor Support Kit. For more information, visit www.bigissue.com/christmas.