This document outlines an advertising campaign created by a group for the Peter McVerry Trust. The campaign goals are to create awareness of youth homelessness in Ireland, highlight the problems faced by homeless youth, recognize hidden homelessness, and encourage donations to the Trust. The target audiences are 18-35 year olds in Dublin and Ireland via social media, along with related demographics. The campaign includes print ads in Dublin magazines and transports, involvement at a DCU 24-hour broadcast, and a slogan of "Be the Key, to [something]" along with illustrations and typography placement in the Peter McVerry style. The group developed concepts, researched previous campaigns, determined colors and fonts, created slogan and visual ideas,

1. The Peter McVerry Trust
Group 4:
Sarah McLaughlin
Sally Ann Murphy
Megan O’Carroll
Oisin O’Connell
Megan Nic Eachmharcaigh
Photography & Imaging: Project 2
Advertising Campaign

2. Who is Peter McVerry?
● Emphasis on Youth Homelessness.
● Fr Peter McVerry has been working with Dublin’s
young homeless for more than 30 years.
● Trust aims to reduce the harm caused by
substance misuse & social disadvantage.
● Fr Peter McVerry receives no salary, expenses or
allowances, nor ever has, for his continued and
valuable contribution to Peter McVerry Trust and its
challenge to reduce homelessness.
● Contact from Peter McVerry Trust: Michael
Thompson.

3. Concept
development

4. Campaign Goals
● Create awareness of youth homelessness in Ireland.
● Highlight the problems faced by children, teenagers and young people
facing homelessness.
● Recognise hidden homelessness, which not always counted in the
annual census.
● To encourage people to donate to the Peter McVerry trust, emphasising
the importance of the work the charity does.
● Raise awareness across social media.

5. Target Audience
● Male and females in Dublin City aged 18-35.
● Same demographic but all over Ireland via social media.
● Secondary target market of males and females aged 35-50.
(parents, aunts, uncles, cousins, grandparents)
● DCU university societies who want to raise money and their charity
portfolios.

6. Strategy
● Meet with the trust to discuss marketing goals, target audience and
vision for the campaign.
● To create an Autumn/Winter print advertising campaign focused on
local magazines in Dublin city and Dublin City Transport and stops.
● Generate involvement from DCU Societies during the MPS 24 hour
broadcast.
● Create a campaign that is both moving and informative.

7. Scope
● A DCU student, Laura Horan, made a video last year about her
experience being homeless.
● The video gathered 43,245 views, and was widely circulated on
social media. Laura appeared on the Ray Darcy show discussing
what Peter McVerry has done for her.
● A student run 24-hour Broadcast will take place on the 2nd- 3rd of
December, all proceeds will go towards the Peter McVerry Trust.
● The Images from our campaign will be included in the broadcast.
● The high profile of the Peter McVerry on student campus’
represents the vast scope and relevance of this campaign.

8. Research

9. Previous Campaigns by Peter McVerry

10. Similar & International Campaigns
Focus Ireland 2011 DePaul UK 2014

11. Raise the Roof Canada 2013 Home for Hope Canada 2013

12. Covenant House Canada 2008 Brisbane Youth Services Australia 2011 Covenant House U.S.A 2013

13. Style Inspiration

14. Colour Palette and
Typography

15. Colour grading
● The images are intended to portray reality through exaggeration
such as the image ‘admit i exist’ in our Style inspiration slide.
● In order to portray the dreaminess in the image we chose to create a
desaturated background with selected pieces remaining vibrant.
● We made an effort to stick to Peter McVerry’s colour scheme of
blues, whites and greys in order to insure our campaign fits into
existing work done by the trust.

16. Base image colour palette

17. Typography
● The typography used by the Peter McVerry Trust is Arial.
● In our development of a slogan we insured to use Arial to create
coherency to the widely known brand logo.
● Our intention is that our campaign will fit flawlessly into previous
campaigns done by the trust itself.

19. Slogan
development

20. Slogan research
‘Thank you for turning
this bed back into a
bench’ -
Plymouthhousing.org,
November 2013, Seattle.
‘Leave nothing
unwrapped this
Christmas’ -
Simon on the streets March
2014, Leeds
‘Her Dream is a place to
call home’ -
YMCAhomeless..org,
February 2010, Malta
‘I was a nurse.
Homelessness is losing
a job, your partner and
your home because of
addiction.’ -
The whitechapel centre ,
January 2015, Liverpool

21. Rejected slogan Ideas
● Imagination is key
● Make their dreams a reality
● A home should be reality, not a fantasy
● Who wants to imagine a life
● Donate to make their dreams a reality
● Imagine that?

22. Slogans Development
Be the Key,
To her Success
Be the Key,
To his home
Be the Key,
To her childhood
Be the Key,
To his Happiness
Be the Key,
To her everything
Be the Key,
To her identity
Be the Key,
To her education
Be the Key,
To his future
Be the Key,
To her peace

23. Slogan Ideas
Be the Key,
To his home
In 2015 Peter McVerry Trust supported 171 individuals to
secure housing and leave homelessness behind. Be this
change, be their key to a better life.
Donate now at www.pmvtrust.ie
https://www.pmvtrust.ie/our-services/housing-services/
Be the Key,
To her childhood
Over 1,425 children are homeless in Ireland. That’s
almost twice as much as last year. Be the change in a
homeless child’s life.
Donate now at www.pmvtrust.ie
http://www.irishtimes.com/news/social-affairs/dublin-child-home
lessness-figure-doubles-to-1-400-1.2429298
Be the Key,
To his future
At least 46% of homeless people suffer from at least one
type of physical and mental illness. Be the change that
will change their life.
Donate now at www.pmvtrust.ie
http://www.simon.ie/Homelessness/HealthandHomelessness.aspx

24. Slogan Ideas
Be the Key,
To her identity
Currently, there are 6,487 people sleeping on Irish streets.
In 2015 Peter McVerry provided homeless accommodation
to over 500 people in Dublin in the lead up to Christmas.
Help be the change this christmas.
Donate now at www.pmvtrust.ie
https://www.pmvtrust.ie/our-services/homeless-services/cold-weather-strate
gy/
Be the Key,
To his Success
Lack of Sleep, a healthy diet, and space to do homework
all negatively impact our future generation. Be the change
in a homeless youth’s life.
Donate now at www.pmvtrust.ie
http://www.irishtimes.com/news/education/into-conference-homel
ess-pupils-sleeping-during-class-1.2590091

25. Logo style inspiration

26. Example of Final Slogan/Logo

27. Illustrations &
Typography placement

28. First draft of Illustrations

29. First draft of Illustrations

30. Second Draft of Illustrations

31. Second Draft of Illustrations

32. Layout & Formatting

33. Final Campaign
images

39. Media Application