The Cyrenians : Campaign Design

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Your Journey

THE CYRENIANS is a charity organisation which help homeless people with not only just accomodation but various other services such as :

• Drug and Alcohol Problems
• Reducing Offending
• Sex Work
• Families and Children
• Volunteering
• Training and Employment
• Social Enterprise

yet is often only regarded as a Homeless Charity.

THE CHALLENGE in the brief was to put accross the message that The Cyrenians are way more than just homelessness.

UNIQUE POINT of The Cyrenians, after the research, has been found out to be the personal relationships of the employees with their clients. Even after they get their clients a job they stay in touch and help further in life if needed through their journey. Since many of the employees have been client once therefore, the bond is more personal, strong and trustworthy.

THEME works around simple but meaningful word 'journey' supporting the unique point.

MAIN IDEA is that The Cyrenians are there with you througout your whole journey and it doesn't end with a roof or a job. And that is best defined by :

"YOUR JOURNEY"

COLLATERALS have been developed keeping different target audeinces in mind such as people who visit the shop, exisiting supporters, and people who are unaware about The Cyrenians. Therefore, the postcards and the leaflets can be handed out in the charity shop with different messages and details on/in them.

According to the main theme, idea has been applied to various merchandise products such as small bags for the charity shops, tshirts, and specially the mugs.

MUGS : The 'y' of 'your journey' on the mugs are of blue heat sensitive color, so once hot water is poured the color changes similar to the background and only 'our journey' can be read. After the temperature goes back to normal the color changes back to usual i.e. blue.