Grab a cuppa, get comfy and have a nosy around :)

Back

Plan for the 136k

Share

In 2023, an estimated 135,800 young people reached out to local councils to find safe homes, while at least double that are estimated to need support from the council to find safe housing. Despite the urgency of the problem, the UK government doesn’t have a nationwide strategy to tackle youth homelessness. That’s what the Plan for 136K campaign hopes to change. Our role was to design campaign collateral to increase awareness and help bring this issue to parliament.

A bustling street scene with vehicles in motion blur. A digital billboard shows 136k no known pregnancies, advocating a signature campaign plan. The Natuzzi shop is prominently visible in the background.
Credits

Branding: Cecilia Righini

Collateral Design: Cecilia Righini and Alaïs de Saint Louvent

Awards

Bronze Lovie and People’s Lovie Winner in Marketing, Advertising & PR: Public Service & Activism

Branding

Accessibility, clarity and impact were of paramount importance for this campaign. We selected a bold red against a neutral backdrop, complemented by black and white text to ensure high contrast and legibility. The use of colour photographs of people was a deliberate choice to foster a connection and evoke empathy among viewers. The fonts selected, Inter and Plus Jakarta Sans, are known for their accessibility in both print and digital formats, reflecting the multifaceted needs of the campaign.

Red graphic displaying the text: Over 100 charities, 1 goal: A plan to end youth homelessness. #PlanForThe136k. In the foreground, a group of people are holding a protest sign that says ENOUGH.

White background featuring bold black text in the centre: #PlanForThe136k. In each corner, red blocks display the hashtag in white text.

Image showing five abstract shapes on a white background: a bold red starburst, a wavy green line, a zigzagged red rectangle, a pointy green triangle, and an edgy black starburst.

Image displaying font usage: 24% Plus Jakarta Sans Extra Bold used for titles or highlighted text. Plus Jakarta Sans Regular featured for body copy. Font pairing also shown. Captions use Plus Jakarta Sans Extra Bold Italic. Red asterisks highlight bold sections.

Six starburst icons against a green background, each bearing the text SIGN for the 136k in red, white, and black.

Red graphic displaying the text: Over 100 charities, 1 goal: A plan to end youth homelessness. #PlanForThe136k. In the foreground, a group of people are holding a protest sign that says ENOUGH.

White background featuring bold black text in the centre: #PlanForThe136k. In each corner, red blocks display the hashtag in white text.

Image showing five abstract shapes on a white background: a bold red starburst, a wavy green line, a zigzagged red rectangle, a pointy green triangle, and an edgy black starburst.

Image displaying font usage: 24% Plus Jakarta Sans Extra Bold used for titles or highlighted text. Plus Jakarta Sans Regular featured for body copy. Font pairing also shown. Captions use Plus Jakarta Sans Extra Bold Italic. Red asterisks highlight bold sections.

Six starburst icons against a green background, each bearing the text SIGN for the 136k in red, white, and black.

Toolkit

Five pages of a document titled Strategy to End Youth Homelessness, displaying text and graphics. The first page showcases a photo of a protest, with someone holding a sign saying END IT. The design features red accents and headings across all pages.

We opted for an A4 portrait format for the PDF toolkit and emphasised clarity and simplicity, in applying the brand guidelines. Each page consistently features the campaign’s logo and hashtag in the corner, maintaining brand presence. The design of the toolkit is friendly, straightforward, as wll as easy to read and navigate.

Social Media

Three digital petition cards featuring the hashtags #YourVote and #TheirLife. Each card presents a message directed at young people, focusing on statistics, hope, and decisions. The cards encourage signing up for a worthwhile cause. The design is characterised by bold text and vibrant colours.
Three graphics featuring red and white backgrounds. Top left text reads: Were joining the campaign for a strategy to end youth homelessness. Top right text states: Life is never a single issue, nor is homelessness. Especially for young people. Bottom text says: Over 100 charities, 1 goal: end youth homelessness.

Banners and Billboards

In the banners and billboards, we condensed the key message of the campaign into a 3:1 format. To do this, we employed a clear hierarchy of elements, strategically placing the primary message in bold, dominant text to capture immediate attention. The campaign’s logo is positioned in the corner, as in the Toolkit, providing a consistent brand presence that complements rather than competes with the central message.

A bustling street with a blurred red double-decker bus zooming past. In the background, a modern glass building showcases a large digital billboard advertising a woman holding a mobile phone, with various shops behind the glass facade.

Text infographic on youth homelessness: 136,000 young people sought council help for homelessness last year. Highlights include 372 per day and 1 every 4 minutes. On the right, a person holds a sign stating: Our future on the line! #PlanForThe136k.

A large roadside billboard delivers a public service message about missing children. The scene includes a busy road with various vehicles, a speed limit sign, and bare trees in the background.

A bus stop on a city street showcases an advert addressing youth homelessness. The poster prominently displays a lengthy list of names at the top, presents statistics highlighting 136,000 young people experiencing homelessness, and includes an invitation to sign a petition to resolve the crisis.

A poster on a graffiti-covered wall lists various names and organisations backing a campaign. It underscores that 136,000 young people experience homelessness in the UK. A call to action urges individuals to sign a petition at planforthe136k.org.uk.

A bustling street with a blurred red double-decker bus zooming past. In the background, a modern glass building showcases a large digital billboard advertising a woman holding a mobile phone, with various shops behind the glass facade.

Text infographic on youth homelessness: 136,000 young people sought council help for homelessness last year. Highlights include 372 per day and 1 every 4 minutes. On the right, a person holds a sign stating: Our future on the line! #PlanForThe136k.

A large roadside billboard delivers a public service message about missing children. The scene includes a busy road with various vehicles, a speed limit sign, and bare trees in the background.

A bus stop on a city street showcases an advert addressing youth homelessness. The poster prominently displays a lengthy list of names at the top, presents statistics highlighting 136,000 young people experiencing homelessness, and includes an invitation to sign a petition to resolve the crisis.

A poster on a graffiti-covered wall lists various names and organisations backing a campaign. It underscores that 136,000 young people experience homelessness in the UK. A call to action urges individuals to sign a petition at planforthe136k.org.uk.

Related Projects

New Horizon Youth Centre Impact Report previews
New Horizon Youth Centre

Supporting young people experiencing homelessness in London with essential services and opportunities.

Stonewall Housing logo on a bright red background
Stonewall Housing

Leading UK charity providing housing support and advocacy for LGBTQ+ individuals facing homelessness.