Big Issue Group (The Big Miss You)

Lockdown threatened the most vulnerable people in society

But our powerful person-centred storytelling changed the narrative

And our new digital income streams delivered major returns on investment

During lockdown, homeless charity The Big Issue came to us for help. As passersby and general street traffic dwindled to nothing, magazine vendors lost their ability to earn a living.

This created increased risk for some of society’s most vulnerable people, during an incredibly challenging time. We used powerful, relevant storytelling to create a new revenue stream for vendors when they needed it most.

We developed an emergency appeal built on emotive, real-world storytelling and the lost personal connection between vendors and customers: The Big Miss You. Our concept positioned vendors as “visible, but still out of sight”, brought to life with a hero film and across a range of media.

To tackle vendors’ income shortfalls, we then turned #TheBigMissYou into a customer activation called #SellASub. We challenged customers to take a more proactive approach to helping vendors, by selling digital and print subscriptions to 3 friends and family within 7 days using a dedicated Big Miss You app.

Our work led to 5,000+ app downloads and 10,000 magazine subscriptions within 12 weeks, amounting to roughly £779K in new revenue. We delivered The Big Issue’s first-ever digital income stream, and a transformation of their fundraising possibilities, in just three months.