Chemistry ad aids homeless charity

Homelessness charity St Mungo’s Broadway has launched a 60-second film which asks for urgent action to tackle the ill-health of homeless people across the country.
Devised by Publicis Chemistry, the film is called ‘Homeless Health Matters’ and supports the campaign of the same name which the charity has just launched.
The agency was briefed to encourage people to petition their local Health & Wellbeing Boards to sign the St Mungo’s Broadway Charter for Homeless Health www.mungosbroadway.org.uk/homelesshealth
The one-minute online film follows a day in the life of George, who has experienced homelessness himself. In the film, the agency signified that he clearly has healthcare problems by having him walk around with a drip through the day. As the film plays out, George walks past healthcare services that are part of everyday life but where access can be much more problematic for people who are homeless.
Research from sources including Chain (the Combined Homelessness and Information Network across London) shows that people who are homeless have worse health than most and often have multiple and complex health needs: 73% of homeless people report a physical health problem, while 80% report a mental health problem.
The average age of people who die while homeless is 47; for women it is only 43.
St Mungo’s Broadway campaign manager Jennean Alkadiri said: “Since 2010 there has been a 37% increase in people sleeping rough nationally. People who are homeless have very poor physical and mental health, and can find it very difficult to access healthcare for treatment. The film really does get across what we wanted – to raise awareness of the health problems that people who are homeless can face, from the physical problems of sleeping in the cold and wet, to lack of social contact, nutrition and basic access to healthcare.
“Our Homeless Health Matters campaign asks people to show they care and urge their local Health and Wellbeing Boards to sign the Homeless Health Charter so we can improve healthcare for homeless people.”
Publicis Chemistry executive creative director David Prideaux, added: “The NHS is great, but homeless people with complicated needs, can easily slip through the net as St Mungo’s Broadway knows only too well. They are trying to do something about this issue and we’re delighted to be able to help.”
The film, which was shot in a day, has a soundtrack by leading songwriter, Ben Howard and is set to run across Youtube, Facebook, Twitter and the St Mungo’s Broadway website.
Camden Health and Wellbeing Board was the first of the 152 Health and Wellbeing Boards in England to sign up to this, with Islington, Brighton & Hove, Wigan, Hampshire, Haringey, Coventry and Birmingham also quickly following suit.