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The Passage

Challenge
The Passage is London’s largest voluntary day-centre charity for homeless people. Once a month, volunteers collect at London Victoria station, but they were finding it difficult to attract donations. There had to be another way.

Extraordinary idea
We created signs from cardboard, a humble material used by homeless people themselves. The thought-provoking messages they carried captured the attention of passers-by, started conversations and helped increase donations by 25%. And thanks to online sharing, we reached over 650,000 people in the first 24 hours. We are proud to have brought lasting change to The Passage – volunteers are still using our cardboard signs today.

Publicis Resolute

Welcome to Publicis LifeBrands – where extraordinary ideas come to life. If you’re looking for our sister PR and med ed agency, Publicis Resolute, please click here.