2008 NGen Award Winner

TITLE Agency Sleep Out
ENTRANT Naomi Buck
AGENCY OMD
CLIENT The Big Issue

OBJECTIVES
NGen members were challenged to create an implementation strategy for The Big Issue that maximises existing pro bono opportunities and seeks incremental exposure through non- traditional means. The campaigns would need to run without any funding.

CAMPAIGN
OMD’s Naomi Buck found that media owners were “swamped” with requests for charity advertising and do not receive much in return. Two key drivers to allocate free space would be the creation of stronger relationships with media planners and buyers, and a chance to showcase their media properties. The plan was to raise free media space through numerous media owner sponsorships of an “Agency Sleep Out”. Agency teams will be homeless for a night using sponsors’ media, such as sleeping in AdShel bus shelters and drinking coffee from Big Issue-branded cups to promote the medium, promote PR coverage and motivate media owners to donate generously to the campaign. The free media achieved will be planned and integrated with existing sponsor initiatives for the course of the campaign.