Homeless ASMR
Award: Shortlist
Shortlist / Media / Use of Talent & Influencers / 2020
For winter 2019, Simon Community wanted to bring attention to the 300,000 homeless people in the UK. So it tricked people to listen to those they often ignore by hijacking ASMR with sounds experienced by rough sleepers. Partnering with top ASMR influencers, #HomelesslessASMR was launched on Homelessness Awareness Week. What was meant to help people fall asleep suddenly revealed an uncomfortable truth about homelessness. As millions watched the films from the comfort of their homes, they were reminded of those without one. In the end, donations increased by 374% and recurring donations doubled.