The Big Issue

The Big Issue Launches 2009 TVC

The Big Issue will follow up their successful outdoor advertising campaign with a new TVC to be launched nationwide from today (Monday 3 August).

Enlisting the pro-bono help of the blue group (Creative), Melbourne-based Director Luci Schroder (The Director’s Group), Producer Craig Griffin (The Director’s Group) and Mitchell & Partners (Distribution), the 30 second television commercial aims to show people how $5 a fortnight can help homeless and marginalised Australians earn more than just an income.

the blue group’s Cam Trollope said the concept behind the this year’s campaign, which is set to run across outdoor, print, radio, television and online was to simply, yet effectively, educate potential readers on who The Big Issue vendors are and why they stand on the street – day in, day out – selling the magazine.

“It’s often the case with charity ads that an ‘all too quirky’ or ‘award friendly’ idea can cloud the key message,” Mr Trollope said. 

“In keeping with the success of the recent outdoor campaign, we aimed to remain educational and let the Vendors themselves explain why they do what they do.

“When it boils down to it, every vendor is working to help themselves in various ways and for that they should be applauded.”

The Big Issue’s Marketing and Communications Manager Natalie Susman said that it was important for the organisation to show that selling The Big Issue magazine was a lot more than just an income for the 300 or so vendors across Australia.

“Our research has shown that by selling the magazine vendors experience a boost in their self-esteem, are given an opportunity to make friends in a positive environment and are given the confidence to start making positive changes to their lives such as improved housing, addressing drug and alcohol abuse, seeking help for mental illness or reconnecting with family,” Ms Susman said.

“The Big Issue is an initiative that quite simply, helps people help themselves.”

Want to judge The Big Issue’s 2009 TVC for yourself? Press play to view:

The Big Issue would like to acknowledge the generous support of everyone who contributed in the production of the 2009 TVC, assisting us to cement our position as a magazine that people love, sold by vendors that people want to support.

Media Contact: Danielle Bombardieri, Media Relations Consultant, 0400 100 978 or dbombardieri@bigissue.org.au