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Technology Brand Safety Diversity & Inclusion

Homeless charity slams Waitrose for ‘tone-deaf’ OOH ad


By Ellen Ormesher | Senior Reporter

December 9, 2022 | 3 min read

Depaul hits back at British retailer with response poster to its poorly worded and poorly placed billboard.

Waitrose Depaul

Depaul points out that not everyone will be looking forward to the cold nights this winter/ Image via Depaul

An OOH campaign from retailer Waitrose saying ”Look forward to chilly winter nights” has been slammed by a local organization for being tone-deaf to the cost of living crisis and its location in one of Manchester’s most notorious homeless spots.

Depaul, a charity that supports young homeless people locally in Manchester as well as nationally, said the work was “tone-deaf” as temperatures in the area dropped to -5C, creating even harsher conditions for those in the city experiencing homelessness.

To draw attention to the crisis that people on the streets will face this winter, Depaul placed a strongly worded retort underneath Waitrose’s ad, reading “or look out for those who are dreading them”. It asks anyone seeing the ad to donate ”a warm bed to a young homeless person this winter”.

Julia Billington from Depaul’s UK fundraising and communications team said: “Young people are facing cold nights on the street and we want to raise awareness of the urgent need to give a safe, warm place to stay tonight. Our poster reminds us to help those who are not only not looking forward to a chilly winter, they are absolutely dreading it.”

Technology Brand Safety Diversity & Inclusion

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