2024

NYX Awards - 2024 Silver Winner Winner: AML Communications Ltd

Hidden Help: Giving a small charity a big voice

Entrant Company

AML Communications Ltd

Category

Pro Bono / Pro Bono

Client's Name

Hidden Help

Country / Region

United Kingdom

Experience Level

Agency

Hidden Help is a Cornwall-based charity that helps furnish homes of those in need.
When we say furnish, we don’t mean new rugs and matching curtains.
We mean providing the basic necessities to those who simply don’t have them - tables, bedsheets, chairs, lamps, cutlery, pillows, sofas.
Often people, such as the homeless, those feeling domestic violence, refugees, the long-term ill, are rehomed and provided with little more than four walls and a roof.
No furniture. Certainly no dignity.
Charity advertising is highly competitive.
The more the public see, the more numb they become.
So, it was essential that we made sure our voice was different to the rest.
After all, we had the challenge of trying to make people care about a plate, a bedsheet, and a table.
We ensured our art direction stood out a mile in newspapers.
Sparse, cold, and minimal.
Clever and arresting headlines drew people in and made people think twice about things they’d never even considered before.
And long copy gave some heavy-hitting context to the charity, the work, and the people affected.
Who live right on their doorstep.
These ads featured in newspapers in the English county of Cornwall, and we even managed to secure free media space in The Times for national coverage.
And we helped make sure that Hidden Help became a lot less hidden.

Credits

Copywriter, AML Group
Jack Smith
ECD, AML Group
Hugo Bone
Art Director, AML Group
Dylan Burnside Smith
Design Director, AML Group
Duncan Naylor
Artworker, AML Group
Brad Saunders
Artworker, AML Group
Mat Carpenter
Photographer, Mike Evans Photography
Mike Evans
Chairman, Hidden Help
Jake Backus
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