The Big Issue is drawing up plans for a major Christmas campaign as part of the 35th anniversary of its launch, with the aim of driving an increase in awareness of its work and sales of the magazine.
Havas London has been tasked with developing a creative platform that can be brought to life across multiple assets, channels and touchpoints.
While Christmas is traditionally a period of increased consumer generosity, it is also one of the most challenging times for people experiencing poverty and homelessness as temperatures fall and household costs increase. Last year, 382,618 people in England spent Christmas without a home.
For more than 35 years, Big Issue has provided a hand up, not a handout to thousands of vendors. Its entrepreneurial model helps people to earn an income, to build confidence, shape new opportunities, and work their way out of poverty.
Today, alongside its magazine, the organisation operates a family of social businesses including Big Issue Invest and Big Issue Recruit, all with the same ethos of working to end poverty through opportunity.
Big Issue Group chief executive Paul Cheal said: “The Christmas period is key to the Big Issue and the thousands of vendors who work selling the magazine each week. The more copies they sell, the more profit they earn, and the more opportunities there are to improve their lives.
“In 2026, it’s vital we get this iconic magazine on everyone’s Christmas shopping list . We are excited to be working with Havas London to create a campaign that can cut through, drive sales and greater awareness of our work to end poverty in the UK.”
Havas London CEO Holly Ripper added: “Few brands can point to such a direct connection between purchase and impact. That’s what makes the Big Issue so special. We’re delighted to be working together on a Christmas campaign that delivers that story to even more people.”
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