Thousands of young people in Wales experience hidden homelessness every year, sofa-surfing, staying with friends, or living without a secure place to call home. Alongside Shelter Cymru and Welsh Government, we needed to raise awareness, challenge stigma, and empower young people (and bystanders) to seek help.

We created a campaign that put audiences in the shoes of those experiencing hidden homelessness:

Hero film shot in first-person to help viewers ‘feel’ the reality and spot warning signs.

Real stories featuring young people and Shelter Cymru workers to build trust and relatability.

Experiential event at Cardiff Central Library, we recreated a living room where the public could hear first-hand accounts and speak to support workers.

• TV, radio, and Spotify
• Digital billboards and targeted mobile
• Social media and search/display ads
• Out-of-home placements for maximum visibility

• Website visits: 60,000 (target: 50,000)
• Conversions: 3,195 (target: 1,000)
• Search & display impressions: 3 million (2.8 million from young people)
• Social media impressions: 5 million
• The campaign not only exceeded targets but also won multiple awards (including The Drum Roses Awards Gold and Bronze), amplifying its reach and impact across Wales.

Every impression meant more eyes and ears looking out for hidden homelessness. By combining emotional storytelling with practical support, we helped young people recognise the issue and take steps toward safety and stability.