New Horizon Youth Centre is a charitable day centre that helps London’s ‘unseen’ 16 to 24-year-olds who are experiencing homelessness. Alongside donations, they need a team of volunteers and staff to join them, such as caseworkers, HR staff, and youth workers. One of the biggest challenges is a lack of awareness of the ‘unseen’ homeless problem.

The solution was an attention-grabbing pink and purple bus that would be parked in the middle of Granary Square, in King’s Cross in London. The NHYC bus highlighted how every day, another busload of young Londoners become homeless. The campaign began with a film explaining the level of the challenge, without positioning it as a sob story. For 10 days in the run-up to World Homeless Day, the bus showcased the work of NHYC and the hope it gives to young people.

People could get on the bus to have a conversation about the issues, alongside events demonstrating young people’s talents. It also showed recorded stories that brought to life the experiences of people who had been supported by the charity. On World Homeless Day, the bus travelled from King’s Cross to Downing Street, with patron Jon Snow taking the campaign message online and to the heart of government.

Watch our webinar with the WOTY winners!

Work of the Year 2024 winners Polly Stephens from New Horizon Youth Centre and Sian Pasco from Havas People recently joined former judge Fanny Deconinck from AXA and current judge Neil Daly from RWE in a webinar exploring the making of a meaningful employer brand. Topics include:

• the key components of a strong employer brand
• the role agencies play in shaping brands and campaigns
• how employers ensure their vision and values are effectively communicated
• how to create a brand and campaign with meaning.

Catch the webinar on demand here: