West London Mission: Homeless is What They Are, Not Who They Are by AMV BBDO

Agency: AMV BBDO
Date: Nov 2019
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West London Mission (WLM) – a charity working to empower people affected by homelessness, poverty and trauma to live more fulfilling lives – is working to grow support by making homelessness more relatable in a new campaign by AMV BBDO.

In a series of three outdoor ads and social executions, the distinctive quirks, likes and dislikes of different individuals are brought to life.

In London, where rough sleeping rose 18% year on year between 2017 and 2018[i], homelessness is rarely out of the news – and increasingly visible on the streets. Yet for many passers-by – either because they are too busy, or simply because homelessness seems too great a problem – it’s all too easy to hurry past without engaging. The temptation is to dismiss homelessness as someone else’s problem.

WLM offers a range of services designed not only help get homeless people off the streets and into permanent accommodation and employment but through counselling, workshops and advice help them lead more fulfilling lives.


Creative Directors: Jamie Starbuck, Prabhu Wignarajah, Olga Pope, Gina Kelly

Creative Team: Lily Kn, Oneikeh Campbell

Strategist: Michael Alhadeff

Project Manager: Sarah Hoile

Account Team: Harry Buggé, Amy Tippen

WLM Client: Panos Balalas, Roger Clark

Print Production: EG+

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