Outdoor ad: The Big Issue: A vendor's perspective

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Market research for The Big Issue found that a lot of people didn't understand the connection between purchasing the $5 magazine and how it directly helped those who were selling it. Research also showed that once people did understand how the magazine enterprise model worked, they thought it was a great initiative and wanted to get behind it.
The blue group Melbourne solution was simple. Tell the story and don't confuse the issue trying to be clever.