The Big Issue, a British street newspaper founded by Gordon Roddick and John Bird in 1991, recently debuted a heartfelt campaign expressing their financial hardship during the COVID-19 pandemic, aptly titled 'TheBigMissYou.' The creative campaign was crafted by Fox & Hare to deliver a creative solution to these challenging times.
The popular newspaper is sharing how its vendors will no longer be able to sell its issues at stands thanks to the new reality we are living. The brand is asking its fans to support The Big Issue by purchasing a three or six months subscription or simply donating to the cause. The underlying message of the campaign is the need for community and support during these unprecedented times.
Image Credit: The Big Issue
Key Themes Behind This Trend
- Community-supported Brands
- Opportunity for other brands to leverage their community and seek support during challenging times.
- Creative Campaign Solutions
- Opportunity for agencies to develop innovative and heartfelt campaigns that resonate with consumers.
- Alternative Revenue Models
- Opportunity for businesses to explore new ways of generating revenue, such as subscription-based models or donations.
Where This Applies
- Publishing
- Opportunity for publishers to rethink their revenue models and involve their community in supporting their publications.
- Advertising
- Opportunity for advertisers to develop creative campaigns that not only promote brands but also contribute to societal causes.
- Non-profit Organizations
- Opportunity for non-profit organizations to seek new sources of financial support through innovative campaigns and community involvement.
