The Big Issue celebrates anniversary with 25 Years Big campaign
The Big Issue is celebrating its 25th anniversary, with creative agency Town Square producing a campaign that reflects on the 25 years since Australia’s first The Big Issue magazine was sold on the steps of Melbourne’s Flinders Street Station in June 1996.
The Big Issue is Australia’s largest social enterprise, and the ’25 Years Big’ campaign highlights the vendors who have made the distribution of the magazine possible over the years.
As part of the campaign the ’25 Years Big’ logo has replaced The Big Issue on the magazine’s front cover, and has been placed across its website.
Town Square has also created illustrated versions of the likeness of real street vendors, including Ruth from Adelaide and her dog Fifi, Robert from Perth and Lynn from Sydney.
The illustrated vendors are also present in the campaign’s hero 30” TVC, interacting with their customers in and around illustrated versions of Australian landmarks.
The Big Issue said the campaign aims to remind Australians that they can make a difference to the lives of those experiencing homelessness when buying the magazine, especially as COVID-19 continues to impact lives.
The Big Issue national communications and partnerships manager, Steph Say, said: “Since our first edition, more than 7,000 vendors have sold 13 million copies of the magazine – putting $32 million into the pockets of those living on the margins.
“This anniversary is a big milestone and a time to celebrate the achievements we have made together in taking people out of poverty for 25 years.
“The 25 Years Big campaign is testament to vendors’ continued hard work and a chance for us to thank our community of program participants, customers, supporters, partners, volunteers and staff for their collective commitment to making a difference. Here’s to the next 25!”.
Town Square ECD, Brendan Day, said: “The Big Issue is a cultural icon that permeates our city streets and towns. And the legendary vendors who sell the magazine are larger-than-life personalities.
“We wanted to capture this in a way that felt fun and celebratory yet dignified. By working with an extremely talented team we were able to capture this in a way that immortalises their stories within the context of our Australian landscape to celebrate 25 Years Big”.
Carat ANZ CEO Sue Squillace, added: “It’s not only rewarding to witness the generosity of our long-term media partners, but seeing how quickly they responded when asked to support this great cause has been overwhelming.
“I’m also very proud of the Carat team and their collaborative and passionate approach during this campaign.”
The campaign will run across TV, cinema, radio, OOH, digital and print, with Town Square continuing to work with The Big Issue on a pro bono basis, and with media agency Carat who continues to secure exposure through donated inventory from media partners.
Credits:
Client: The Big Issue
National Communications & Partnerships Manager: Steph Say
Marketing & Events Manager: Hope Oliver
Creative agency: Town Square
Executive Creative Director: Brendan Day
Senior Art Director: Benny Moore
Chief Strategy Officer: Neville Doyle
Client Service: Mitch Coughlin
Producer: Bec Stielow
Editor: Jimmy Walker
Illustration: Rami Niemi / Agent Pekka
Animation: Jumbla
Sound Studio: Bang Bang Studios
Despatch: Peach
Media: Carat
Client Leader: Janine Virtue
Client Director: Adelle Sturges
Client Manager: Jade Bailey
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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