The Dublin Simon Community’s Christmas TV ad to highlight the growing problem of elderly homelessness has been selected by Adforum and ACT Responsible as one of the five best socially-responsible campaigns in the world.
ACT Responsible is an international non-profit organisation that is affiliated with the United Nations Department of Global Communications and part of the UN Global Compact. Its mission is to “inspire, promote and unite the advertising communication industry to share good practices on social responsibility and sustainable development.” One of its goals is to “ensure the visibility of the most creative, powerful and striking communications campaigns to encourage production in these areas.”
Called “Last Christmas” the campaign was created by BBDO Dublin and ran across TV, radio, social, digital and OOH.
The campaign was a departure from Dublin Simon’s usual Christmas advertising but 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.
“It’s always nice when your work is recognised locally, regionally or even in this case globally, especially when it is for a client who do work as important Dublin Simon Community,” says Neal Davies, CEO, BBDO Dublin. ““We are incredibly proud of our long-standing association with them,” he adds.