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A new outdoor advertising campaign developed for Only A Pavement Away by London based ad agency Droga5, has been successfully delivered across 1500 billboard and digital advertising sites across the UK.
The pro-bono advertising campaign, generously donated by one of Only A Pavement Away’s partner employer’s BrewDog, was specifically targeted at hospitality businesses across the country and positioned to raise awareness of the charity’s mission to help people facing homelessness, prison leavers and veterans find and forge new careers within hospitality.
Only A Pavement Away occupy a unique space within a very complex and nuanced issue. At its heart, however, the philosophy is incredibly simple – that the people it is helping into employment have the desire, passion and dedication to make it work and really just need to opportunity and support to get back to stability.
The charity therefore wanted a campaign that showed that story at its most simple; from A to B. So, in developing the creatives it wanted to move the conversation from one of ‘risk’ or ‘charity’, to showing how these life experiences make the Only A Pavement Away candidates great. Their pasts were worth as much attention as their future and, these were given an equal weighting in the executions.
Greg Mangham, CEO Only A Pavement Away said, "The generosity of BrewDog was amazing and allowed us to assess the impact of this form of advertising. The campaign proved a real success with an uptake of people visiting our website. The more media coverage Only A Pavement Away can get the more Members we can get into careers in hospitality. Our FOC Jobs Board model is niche in that we deal with three groups who face barriers to employment whilst offering both financial and emotional support through our three Relationship Managers. Our belief is that Stability comes through Employment. Our goal now is to bring in funding to help 250 Members into careers over the next 12 months."