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Forster Communications develops StreetLink brand with homeless charities


By Gillian West, Social media manager

November 5, 2012 | 2 min read

Homeless Link and Broadway have called on Forster Communications to launch a new service that equips members of the public with an action line to contact when they see someone sleeping rough.

With funding from the Department for Communities and Local Government (DCLG), the StreetLink service will alert local authorities to take action and make a positive intervention for those living on the street.

Forster Communications' brief was to create a memorable and compelling brand that will encourage the public to take action when they notice someone sleeping rough. The agency carried out extensive research consulting with a number of stakeholders including social workers, police, experts from homeless charities and members of the public. This information was then fed into the brand’s look, feel and messaging.

Following a competitive tender process Forster Communications developed the service name and campaign brand, as well as providing guidelines that will be applied to a range of materials to launch the campaign which goes live at the end of this year.

Benedict Knox, head of communications at Homeless Link, commented: “We were looking for an agency that had heritage in delivering strong, compelling creative ideas. The Forster Communications team have done just that, converting the insights they drew from the initial stakeholder consultation, into a bold new brand.”

Creative project director at Forster Communications, Gillian Daines, added: “In order for the initiative to be successful the brand must have a strong and memorable visual identity so that it is easily recalled when someone vulnerable is spotted, as well as being compelling enough to encourage genuine behaviour change.

“By carrying out research with both the public and stakeholders we were able to consider a number of issues that contributed towards our delivering campaign brand that clearly communicates the StreetLink service and resonates with the public.”

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