‘We can’t all work from home’: The Big Issue vendors return to streets in new campaign

The Big Issue vendors are returning to the streets of Australia and the publication has launched a campaign to highlight how important the magazine is for people to earn an income.

The campaign, ‘Working for home’ reminds people that not everyone can work from home, even during a pandemic.

The campaign was created by Town Square on a pro-bono basis. The agency has worked with The Big Issue for a number of years.

Steven Persson, CEO at The Big Issue, said the campaign is proud announcement that vendors are back.

“Across the lockdown, The Big Issue turned to digital editions to keep our readers as engaged as possible, and set up a fund to provide immediate assistance to at-risk vendors. But now that restrictions are lifting in many of our cities, our vendors are returning to work, seeking to support themselves just like the rest of the Australian workforce,” he said.

“This campaign is our proud announcement that vendors are back, earning an income. We look forward to seeing more Big Issue readers enjoy the magazine, knowing that purchasing a copy is helping some of the most disadvantaged in our community to earn a living.”

The campaign’s digital execution

Harry Corsham, director at Town Square, wanted to remind people to show some social solidarity in light of the hardships many have faced in lockdown.

“COVID-19 has been hard on us all but the lock-down has hit the disadvantaged harder than most,” he said.

“This campaign plays with language to remind us of this, with a simple, optimistic message that invites people to show a bit of social solidarity at a tough time, by supporting the smallest local business on their block. We are grateful to everyone who has donated their time and resources to make this campaign happen.”

‘Working for home’ will be running across TV, radio, press, OOH and online, thanks to donated media secured by Carat.

Sue Squillace, CEO of Carat ANZ, said: “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.”

Earlier this week it was revealed that The Big Issue will now be stocked at Woolworths.

Vendors in Melbourne are currently not selling The Big Issue due to COVID-19 restrictions.

The radio execution can be heard here:


The Big Issue
CEO: Steven Persson
National Communications & Partnerships Manager: Steph Say
Marketing & Events Manager: Hope Oliver

Town Square
Creative Director: Brendan Day
Copywriter: Kevin Dolan
Art Director: Benny Moore
Chief Strategy Officer: Neville Doyle
Account Director: Jessica Hay
Producer: Bec Stielow
Editor: Jimmy Walker

Production Company: Picture Co.
Director / DOP: Nathan Christoffel
Sound Recordist / Photographer: Jess Curry
Sound Studio: Bang Bang Studios
Despatch: Peach

Client Leader: Janine Virtue
Client Director: Adelle Sturges
Client Manager: Jade Bailey


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