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.
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.