The Drum Awards for Marketing - Extended Deadline

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Agency: Publicis
Client: Depaul UK
Date: Dec 2018
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With support from Spotify, Facebook and Sony Music, the national youth homelessness charity, Depaul UK is using the power of playlists to tell unheard stories of youth homelessness.

In a country where luxury flats stand empty, it is estimated that there are 80,000 homeless youths desperately living on the street. Street homelessness is an unfair epidemic that deserves recognition.

Partnering with Publicis London, Depaul UK aims to raise awareness of young people experiencing homelessness by using Spotify playlists to tell their stories.

'Playlists Against Homelessness' targets the 16-to-25 age group to reframe how they see homelessness and break down stereotypes that judge unfortunate individuals, before knowing their full story.

The stories of 5 individuals, who have faced homelessness, are told in a personal way, through the title of each song in the Spotify playlists.

Fatos was one of the 80,000 young people homeless in the UK until she got the support she needed.

Her playlist reads: "Living in London/ Going to School/ Until/ All Goes Wrong/ Injustice/ Threats/ Back Home/ I Became/ Stranger In My Home Town/ Under Pressure/ Keep Asking Myself/ Should I Stay or Should I Go/ Looking For/ Asylum/ No Family/ No Friends/ Completely/ Alone/ Unable To/ Get a Job/ Go Back To School/ Find a Place To Be Safe/ Lost/ In This World/ Mad World/ The Truth Is/ You Never Know/ How or Why/ You'll Find/ Homeless/ Finally/ I Found Hope/ and/ Help!/ Now I Can Feel/ Human/ Again/ Hopefully/ My Friend/ I Will Be/ A Good Film Maker/ Someday."

The final "track" on the playlist, allows the listener to hear directly from the individual, giving a unique insight into their unheard story, and the varied circumstances which can lead to someone not having a home.

Credits

TITLE: Depaul Unheard: Playlists Against Homelessness

CLIENT: Depaul UK – Oliver Wilson, Alfonso Redondo, Graeme McGregor

BRIEF: Youth homelessness charity Depaul UK is raising awareness of young people experiencing homelessness by using Spotify playlists to tell their stories

ADVERTISING AGENCY: Publicis London

EXECUTIVE CREATIVE DIRECTOR: Dave Monk

COPYWRITER: Ricardo Porto

ART DIRECTOR: Victor Bustani

PLANNER: Stuart Williams

ACCOUNT HANDLER: Paul Matuszczyk, Lizzy Adams, Ben McKee

PRODUCER: Nicola Turek, Craig Priestley

PRODUCTION COMPANY: Picture Base

PRODUCTION MANAGER: Tim Bath, Kevin Smith

EDITOR: Cameron Place

INTERVIEWER: Katie Moriarty-Hooper

SUPPORTED BY: Facebook, Spotify, Sony

DATE RELEASED: 7th December, 2018

CITY / COUNTRY: UK

EXPOSURE: Online