Mustard Tree campaign by Leith highlights reality of homelessness

The Homeless Listing launched ahead of World Homeless Day on 10 October

In the lead-up to World Homeless Day on 10 October, a new campaign by Leith for Mustard Tree is shining a light on homelessness in Manchester. 

The Homeless Listing was launched on OOH and social on 1 October, featuring a series of conventional estate agent ads that reflect the stark reality that people in homelessness face when looking for a place to sleep in the area.

 ‘Stunning 1 bed duplex in the centre of the city’, ‘Charming 1 bed property in a serene cul-de-sac’, and ‘Fantastic ground floor residence close to major transport links’ are among the descriptions offered by fictitious estate agents ‘Unliveable Properties’, ‘Unacceptable Homes’ and ‘Wrong Move’.

The ads show mattresses in damp doorways, alongside canals and in carparks, surrounded by trash and graffiti, with accompanying floorplans that emphasise just how desperate the situation is. 

According to a survey by the housing organisation Shelter, Manchester has the greatest prevalence of homelessness, with one in 74 individuals believed to be homeless.

Each ad conveys a message about the UK Housing market pushing people into homelessness and calls for support for Mustard Tree to help combat the problem. 

In a video that can be accessed by scanning a QR code on the ad, Graham Hudson, Mustard Tree’s Facilities Manager and a former client of Mustard Tree, talks about his experience with homelessness and asks viewers to donate to the charity.

As rents rise and the waiting list for social housing grows, the housing crisis in the UK is forcing an increasing number of people into homelessness. We’re all used to looking into estate agency windows at ads showcasing gorgeous properties, so we thought this medium would be particularly powerful in exposing the desperate situation people are facing today.

Ed Brooke, Managing Partner, Leith

Featured image: The Homeless Listing / Leith