Big change

Cambridge City Council, approached me to support their efforts in a regional campaign to raise awareness for the support and services offered to rough sleepers in the City. Working in partnership with Cambridge Street Aid, the key message they wanted to portray was that rough sleepers can access facilities and assistance at no cost.

I developed the headline concept "Swapping Small Change for Big Change," in an attempt to reframe the traditional act of giving money to individuals experiencing homelessness, highlighting that while small monetary donations might offer temporary relief, real, lasting change comes from connecting people with comprehensive support services provided by the Council. The aim was to promote a shift to help rough sleepers move away from a street-based life if and when they are ready to do so.

To promote the campaign I designed engaging and impactful visual assets used across social media, local press and public spaces, leading to raising awareness within the broader community and ultimately moving towards meaningful change.