Media > Use of Media
BUSINESS NOT BEGGARS
M&C SAATCHI, London / BIG ISSUE / 2013
Overview
Credits
OVERVIEW
Effectiveness
Initial results exceeded expectations:
1. Campaign pre-launch at an exhibition for opinion formers to showcase the five executions as a series of artworks. Delivering PR coverage to amplify the campaign.
2. Initial sales 6% up on forecast.
3. Appreciation amongst opinion formers that Sellers earn a legitimate income.
4. A renewed sense of pride and purpose amongst the Seller community about the contribution they make to UK.
Execution
The media team secured space sympathetic to each of the five executions. For example, the ‘I buy, I sell, I make a profit’ execution ran in the National Press business pages and City AM, the newspaper dedicated to London’s square mile. The posters appeared in key locations eg Bank underground station, to reach the core target groups.
Strategy
The Big Issue Magazine is one of the UK’s leading social enterprise businesses.
The biggest barrier to increasing sales and advertising revenue is the untrue perception that the magazine Sellers are an unemployed charity case. ‘Homeless Beggars’ is a typical media headline.
The reality is Seller’s buy the magazine for £1.25 and sell from their ‘pitch’ for £2.50.
The crucial insight led the agency to reframe Sellers as small businesses, to remove the stigma surrounding them (in the eyes of the media) to drive sales (amongst socially conscious adults) and advertising revenue (from media buyers).
Staying true to John Bird’s founding values of a ‘hand up, not a hand out’, the agency supported the Sellers to create their own advertising campaign.
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