Centrepoint: This Should Never Be Christmas

By James Cable and Maddie Wontner

Central London focus for youth homeless charity

Oxford Street is buzzing with shoppers and festive revellers but Centrepoint is reminding us all that Christmas isn’t the most wonderful time of the year for everyone. Least not the capital’s young homeless community.

Centrepoint’s creative execution, showing vulnerable young people on the streets huddled around a sleeping bag, shouts the message ‘This Should Never Be Christmas’.

The campaign amplifies the charity’s ongoing winter fundraising push that runs across TV, digital and print media.

OOH Media First

In a media first, we’ve wrapped a Global Streethub head-to-toe. The WiFi and charging hotspot is wrapped in Centrepoint’s purple snowflake design with the brand’s orange circular logo standing out. Additional Streethubs carry the creative across the West End.

Under the shadow of Centrepoint tower is London’s newest entertainment venue, The Outernet, that kindly supported the campaign with large digital screen formats.

The impactful OOH executions range from Underground 48 and 16 sheets to an escalator panel domination at Tottenham Court Road, as well as other high footfall central London stations including Oxford Circus.

Audio Integration

From 13th December the OOH integrates with data-driven DAX to ensure commuters ‘driving home for Christmas’ also hear Centrepoint’s fundraising radio ads on Smooth and Heart.

Finally on Friday, LBC will run a special interview with Centrepoint Helpline Manager Paul Brocklehurst, with trailers running over the next few days.

All activity is building brand awareness through powerful storytelling and encouraging digital donations.