The document summarizes a campaign idea to make vendors of The Big Issue anchors of local life by turning it into a small business with local touches. The insight is that people need social anchors to feel they belong. The campaign would create an extra anchor in people's lives by having vendors share local news via QR codes and a Facebook platform, and engage celebrities to bring attention to the vendors' stories. The goals are to improve circulation, regularity, the magazine, and support vendors as local journalists.

1. czech republic lucie koutna ondrej kratky

2. goals inspiration insight campaign idea summary
understanding of target group that vendors are investors
increasing circulation and regularity
making The Big Issue vendors anchors of local life

3. goals inspiration insight campaign idea summary
Errol Williams, age 49, CO-OP Supermarket, East Dulwich
“I’ve come across people
feeling down-and-out and
I tend to cheer them up a lot.”
Patrick Keenan, age 37, Waitrose Car Park, New Malden
“My regular customers chat to me about
everything: from what’s in the issue, to
science and literature. Some just want to
get stuff off their chest.”

4. goals inspiration insight campaign idea summary
“People are speeding
through their lives. It’s cool
to be busy but there are
implications. Work is the
king of our lives. In their
routines people covet
“anchors” that remind them
they are still human. Those
anchors keep their spirits
high and there’s never
enough of them.”

5. goals inspiration insight campaign idea summary
turn The Big Issue into small
business with local touch to
create an extra anchor in
people’s lives.
prep buzz engagement habit

6. goals inspiration insight campaign idea summary
splitting logo to
show 50%
margin.
“£2.50 a paper for you.
flipping pages 180° in half of
£1.25 margin for me.” magazine to demonstrate the
vendor’s investment
prep buzz engagement habit

7. goals inspiration insight campaign idea summary
PR campaign: media invited
“Stella knows all to vendor’s pitches with
celebrities to reveal their
about the background stories and their
neighbourhood.” enterprise.
“Jamie buys from
me every time.”
CAMERON:
SAVES
£4BN FOR
PUBLIC USE
guest celebrity editors on the streets
earned media
paid print ads
prep buzz engagement habit

8. goals inspiration insight campaign idea summary
vendors’ timelines / stories
check-in at your vendor
vote for pitch of the week
FB platform partial magazine content
celebrity fan interactions
“Wanna get
local?”
Get your weekly Jenny Holborn
neighbourhood Today my big issue guy made me
laugh :-))))))
updates via vendors’ Kate Middleton
QR codes Jealous! What’s his name.
I’d love to see his timeline.
engagement
prep buzz habit

9. goals inspiration insight campaign idea summary
creating a social anchor
make vendors part of local life
further improve magazine quality.
support vendors in local journalism.
feed online content.
give proof: FB timelines, documentary
prep buzz engagement habit

10. goals inspiration insight campaign idea summary
GOAL: INSIGHT: CAMPAIGN IDEA:
people need some turn The Big Issue into
make The Big Issue
social anchors, familiar small business with local
vendors anchors of
things reminding them touch to create an extra
local life.
they belong somewhere. anchor in people’s lives.
how does it work?
prep buzz engagement habit
circulation regularity
understanding neighbourhood news - vendors’ QR
improving magazine
the business principle celebrity involvement FB platform, vendors’ timelines
of Big Issue (POS, rebranding) earned media celebrity interaction and local news
paid print ads check-ins at vendors online content
magazine content proof of progress