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Using PR, social and creative to amplify awareness and donations for SIFA Fireside.

Giving the Finger to Homelessness: How we helped SIFA Fireside achieve a 2300% social reach increase and a 37.54% donation boost.

Challenge:
To raise awareness of the worsening homelessness crisis and highlight SIFA Fireside’s vital work supporting those in need.

Solution:
We developed the ‘Inequality Street’ campaign, reimagining everyone’s favourite Christmas chocolates to highlight the daily issues faced by those experiencing homelessness. One example, the Caramel Whirl, represented how many get stuck in a cycle of precarious housing due to limited options like HMOs and shelters, meaning finding a safe, permanent home is anything but easy. From The Last Penny to The Debt Triangle, this satirical, festive campaign sparked meaningful conversations about the complexities of homelessness, especially during a season associated with warmth and joy.

Using our PR services and digital design expertise, we executed a full-scale press and social media campaign. We also bough the campaign to life on the streets of Birmingham with a pop-up fundraising event. We offered boxes of Inequality Street chocolates, inviting passersby to donate only what they can afford. Our passionate team engaged in conversations about the vital work SIFA Fireside does to support those experiencing homelessness in Birmingham.

Impact:
- 117,000 social media reach – an incredible​​​​​ 2300% increase!
- 37.54% increase in donations compared to 2023!
- Media coverage in PR Week, PR Moment, Creative Moment, Marketing Beat, National World, The Canary and more – plus a live interview with SIFA Fireside CEO Natalie Allen on BBC Radio WM.