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Depaul UK: House Auditions, 1
Following Big Brother's return to our screens on ITVX, homelessness charity Depaul UK is launching a unique televised campaign titled 'House Auditions', to drive awareness of its vital Nightstop service that is in place across the UK. Depaul UK has worked with creative agency Publicis Poke and production company Merman Branded to create a campaign to raise awareness of young people aged between 18-24 facing homelessness this winter. Media agency Zenith has driven media planning and buying. Launching on Monday November 6th for one week, the campaign will run across ITVX to coincide with the programming of Big Brother, and aims to personify homelessness through emotive portrayals of the realities of homelessness for many young people across the UK, often which is hidden from those around them. ‘House Auditions’ is able to show a face of homelessness that an audience can truly connect with. The campaign will also feature across Depaul UK’s own social media platforms, to maximise awareness. In ‘House Auditions’, each of the films begins in a similar vein to the Big Brother audition tapes as they explain why they would make a good housemate. As the films progress, we see more of the backgrounds and environments; a run-down house or tent, carving out these young people’s personal situations. Instantly recognisable, these ‘tapes’ tap into the pop culture minds of a generation, juxtaposing the happy, jovial people asking to be accepted into the Big Brother house with the thousands of young people who are in dire need of a safe place to live. These tapes signpost viewers to Nightstop, Depaul UK’s flagship mission that asks volunteers to open their homes to young people who need a safe place to stay for the night.
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