CHALLENGE
St Mungo’s isn’t as well known as some of its competitors, and struggles to differentiate in a crowded space. In fact, only 8% of people attributed their last DRTV ad to them, with Crisis and Shelter getting the credit instead.
What we achieved
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Strategy
DRTV Proposition and Messaging
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Creative
Approach and Concept Development
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Production
Film Production, Direction, Social Content
INSIGHT
Insight showed that what really sets St Mungo’s apart is their truly urgent frontline work. So, we needed to find a way to speak candidly about how St Mungo’s own this space, while still bringing emotion and urgency within a DRTV context.
SOLUTION
Our concept, Time to Respond, puts the St Mungo’s brand front and centre – not just to tell people there’s an emergency, but to show them. The DRTV leans into St Mungo’s core differentiator to highlight a night on the frontline from the perspective of an outreach worker. She speaks directly to camera, delivering an unfiltered, urgent appeal to drive home St Mungo’s unique role, with a message only they could own.
By positioning St Mungo’s as a critical responder in the homelessness crisis, the campaign appealed to viewers’ sense of urgency and compassion, encouraging them to contribute to the solution.