Rapp, which handles advertising and direct marketing for Crisis, devised and implemented an ambient and national press advertising campaign in the space of 24 hours.
The agency's creative duo Robert Prangle and Jon Owens used the idea of snowfall as a means of highlighting the plight of the homeless.
In one ambient execution they used a cardboard box bed, like those slept on by homeless people, as an advertising medium. In bold black marker pen, is written: "Loving the snow? Try sleeping in it." This copy is followed, in bold red marker pen, by the words: "Help get homeless people out of the cold for good. Crisis.org.uk".
Leslie Morphy, Crisis's chief executive, said: "In these freezing conditions we want to drive home the message that rough sleeping is not acceptable in the UK in the 21st century, least of all when arctic conditions outside mean that death is a very real prospect for those who are not accessing emergency shelter."
Crisis helps get people who sleep rough off Britain's streets through education, links to vital services and by putting people into housing and employment.
This article was first published on brandrepublic.com