Gravesend Extra

Gravesend News Shopper

Gravesend Messenger

depaul trust

challenge

Local residents and retailers in Gravesend, Kent, were becoming very hostile to a new homeless hostel for young people which was managed and set up by The DePaul Trust

The campaign needed to improve community relations, prove the value of young people to residents and the importance of difference in society, whilst stressing how important it is not to dismiss people because of their situation or circumstance. In short, the campaign needed to articulate the damaging effects on a community when young and homeless people become isolated.

creative solution: "history"

A website documenting the history of the local area was built by the young people in the hostel, and "EastEnders" actor Shaun Williams was recruited to unveil the site to the local community and media. The launch event was followed by a radio blitz to emphasize the difficulties of young homelessness over the upcoming Christmas period.

campaign results

With only local Gravesend press being targeted for this campaign, the one week launch blitz delivered in excess of £22,000 worth of coverage, including Gravesend News Shopper, KM Extra Gravesend, Gravesend Messenger, Kent News Shopper and interviews with BBC Radio Kent and Invicta FM

The launch significantly increased the positive work of The Depaul Trust in the Gravesend area and dramatically reduced the negative feelings towards the hostel in the coming months

Due to the increased profile for the charity, a number of local organisations and businesses have approached them with offers of partnership activity

Shaun Williams was so taken with the work of The Depaul Trust that he subsequently decided to continue working for the charity on a long term basis