This week, MCR Decides have taken over one of the newest and largest billboards to dominate the city of Manchester – with the aim of raising money for Manchester’s homeless young people.
Based on Manchester’s passionate and historical dialectal subjects, the concept is simple; the campaign endeavours to encourage the public to ‘put to bed’ some of the region’s biggest debates, such as ‘Dinner or Tea?’, ‘The City is… Red or Blue’ and of course, the age old question, ‘Barm or Roll?’.
Beaming across the city centre, the message provokes an interactive call to action, asking its Mancunian audience to text their answer to 70070 in order to raise £1 for Centrepoint.
In 2017/18 alone, at least 5,000 young people in Manchester approached their local authority because they were homeless or at risk of homelessness.
Living and working across Greater Manchester, we’re all aware of the increasingly visible homelessness problem across the city. Perhaps most shocking of all, however, is the amount of young people this issue involves; and the numbers are growing. Sadly, youth homelessness runs even deeper than having to spend nights exposed on the streets. Complex mental health and physical health needs, gang crime and lacks of education and social-care are just a handful of the barriers our young people face every day.
Centrepoint is the UK’s leading charity for homeless young people, supporting over 10,000 16-25 year olds into a home and job every year. Working directly in London and the North of England, Centrepoint’s work covers all of the UK through a network of 40 partner organisations. Supporting homeless young people in Manchester since February 2017, their services in central Manchester and Wythenshawe help young people on their first step into a home and a job.
The campaign will run across the Axis Tower’s new digital screen, through 7 debates across 2 weeks. Results will be revealed every day in the hope of building a buzz and talking point to increase engagement and awareness.
Taking digital out of home to a whole new level, the Elonex screen is the face of the iconic Axis Tower. A spectacular 28-storey skyscraper which guards the gates of the city on Deansgate Castlefield, the pioneering landmark has been a talking point since its early conception. Named after its central location (at the axis point to the city’s major links), the Axis Tower promises to be one of Manchester’s most premiere residences and one of the most prominent digital out of home spaces. Amplified by MCR Decide’s innovative out of home interactive campaign, the launch promotes not only the magnitude of the new city Axis Towers, but the multiple waves of conversation that inspiring interactivity can ignite.
So, Manchester… what will it be? City or United? Barm or bread roll? A public toilet or a park bench? Help the homeless by having your say on the city’s biggest debates #MCRDecides