BBDO Dublin has rolled out a touching and heart-breaking new campaign that highlights the growing problem of elderly homelessness for Dublin Simon.
According to Dublin Simon, elderly homelessness has increased by 30% in the last year alone
The campaign—which will run across TV, radio, social, digital and out-of-home—is a departure from Dublin Simon’s usual Christmas advertising, which Head of Fundraising & Communications Aisling Harmey says the charity was “compelled to make” based on this devastating phenomenon which its frontline teams are seeing on an increasing basis.
“Homelessness is tragic and traumatising at any age. For older people, that tragedy and trauma is compounded by the physical, mental and social challenges which come with age,” says Harmey. “ At present, people are spending longer than ever before in emergency accommodation due to the chronic ongoing lack of social and affordable housing. No one should have to live in homelessness, and undoubtedly, no one should have to live their golden years in homelessness. It was from this place that we conceptualised this campaign; to raise awareness of this growing problem with the hope of affecting real and positive change for this incredibly vulnerable group of people. For some people, this campaign may be shocking, but the problem is shocking. Older and elderly people becoming homeless warrants the utmost alarm,” she added.
Bairbre McGlade, creative director, BBDO Dublin adds: “When we first heard the phrase ‘elderly homeless’ we couldn’t get it out of our heads. It was a side to homelessness, and an issue, we weren’t previously aware of. It didn’t just strike a chord with us, but with all of the incredibly talented people who donated their time and skills to create this campaign with us: Andrew Freedman and Paula Stewart from Antidote, directors Brendan Canty and Ross Whitaker, composer Denis Kilty, and photographer Leo Byrne.”
Credits
Advertiser – Dublin Simon
CEO – Catherine Kenny
Media Relations & Content Manager – Caoimhe O’Connell
Head of Fundraising & Communications – Aisling Harmey
Creative Agency – BBDO Dublin
Creative Director – Bairbre McGlade
Creative Director – Eoin Conlon
Executive Creative Director – Shane O Brien
Senior Account Manager – Emma Blaney
Strategic Planning Director – Adriano Eliezer
Head of Content & Production – Jess Derby
Production – Antidote
Director – Brendan Canty
Executive Producer – Andrew Freedman
Producer – Paula Stewart
Production Coordinator – Kate Gurren
Production Assistant – Michael Largey
Production Assistant – Ronan O’Reilly
Director of Photography – Colm Hogan
Focus Puller – Roman Bugovskiy
Art Director – Hannah O’Sullivan
Gaffer – Padraig Conaty
Action Vehicle – DNA Action Vehicles
Music & Sound Design – Denis Kilty
Post Production Company – Gabha Studios
Colourist – Andrew Francis
Conform – Daniel Morris
Post Producer – Dafydd Upsdell
Editor – Brendan Canty
Photography – Leo Byrne
Photography – Leo Byrne
