Bella supports Smiths News’ Pass It On 2020 campaign
Leading national wholesaler, Smiths News, is best known for delivering the nation’s newspapers and magazines. The company is less well known for its fantastic, charitable work with the homeless via their initiative, Pass it On. The campaign, now in its fifth year, helps homeless and vulnerable people across the UK, by providing warm clothes, food and drinks and, just as importantly, a friendly face and a willing ear. Since its inception in 2015, Pass it On has helped over 3000 people, collected 30,000 items of warm clothes and distributed 10,000 cups of coffee, all the while engaging all 5000 of the company’s employees and engendering a sense of teamwork, kindness and purpose within the company’s corporate culture.
We were delighted when Smiths News asked for our support in creating a new concept for the Pass it On 2020 campaign. The collateral needed to incorporate elements of the previous years’ marketing materials to ensure brand recognition, but also to introduce a new look and feel to invigorate the message. Bella’s creative team devised a new brand identity for the campaign, comprising a rough, hand-drawn script within a jagged cardboard carrier, reflective of the make-shift signs seen so often beside homeless people on our city streets.
Two concepts were then produced to promote the campaign, one for public-facing communications and a second for internal messaging. The outward facing campaign was photographic led, using emotive imagery to convey the hard-hitting plight of the homeless on the streets of the UK. The strapline ‘Give the Gift of Warmth this Winter’ provides a strong call-to-action, accompanied by social media and Just Giving links. The internal campaign comprised an illustrative infographic, highlighting the impressive achievements of the campaign to date.
The artwork has now been rolled out across a range of print and digital collateral, including social media graphics, posters and retail donation stations. We are looking forward to joining the Smiths News team on the streets of Manchester in January to support the campaign in person.