The campaign kicks off on 5 November and will use musicians such as Ed Harcourt, The Cribs and The Coral. The charity aims to stop homeless people from being ‘invisible’ in many people’s eyes.
The activity represents an attempt by the charity to move away from its association with Christmas-focused campaigns. The most recent of these was ‘Crisis Pud’ in 2006, which encouraged people to buy specially made Christmas puddings.
Unity PR has worked on Christmas projects for the charity for the past two years, and will handle the press for the new campaign. The agency will target youth and music media such as NME, The Observer Music Monthly and MTV.
Unity’s co-founder Nik Done said the use of musicians made the campaign credible because many creative types are at risk of being homeless. ‘If these musicians had not made it, they would never have ended up working in a bank,’ she claimed.
Unity is offering graduates the chance to come up with ideas to publicise the event to their peers.
The winner will be offered a job with Unity for a year to put their idea into practice.