Heartbreaking Spot Highlights the Startling Reality of Dublin’s Housing and Homelessness Crisis

BBDO Dublin announced today the release of a new campaign developed for Dublin Simon to highlight a major and unwelcome development in Dublin’s housing and homelessness crisis. 

Homelessness is now so commonplace that many have become desensitised to it. An eviction notice in Dublin is nothing new, but what is new, is the increased number of elderly renters at risk of homelessness. In fact, elderly homelessness has increased by 30% in the last year alone. 

‘Last Christmas’ is a heart-breaking campaign that highlights the elderly renters who are at risk of spending their last Christmas with a home. We think the elderly couple in the TV spot are getting out their Christmas decorations, however we soon realise they are leaving their home for good. The campaign aims to raise vital funds and awareness of an emergent new cohort in homeless services; older and elderly people. 

The campaign - which will run across TV, radio, social, digital and out-of-home - is a departure from Dublin Simon’s usual Christmas advertising, which Head of Fundraising & Communications Aisling Harmey says the charity was “compelled to make” based on this devastating phenomenon which its frontline teams are seeing on an increasing basis:

“Homelessness is tragic and traumatising at any age. For older people, that tragedy and trauma is compounded by the physical, mental and social challenges which come with age. At present, people are spending longer than ever before in emergency accommodation due to the chronic ongoing lack of social and affordable housing. No one should have to live in homelessness, and undoubtedly, no one should have to live their golden years in homelessness.

“It was from this place that we conceptualised this campaign; to raise awareness of this growing problem with the hope of affecting real and positive change for this incredibly vulnerable group of people. For some people, this campaign may be shocking, but the problem is shocking. Older and elderly people becoming homeless warrants the utmost alarm,” she added. 

Bairbre McGlade, creative director at BBDO Dublin, noted: “When we first heard the phrase ‘elderly homeless’ we couldn’t get it out of our heads. It was a side to homelessness, and an issue, we weren’t previously aware of. It didn’t just strike a chord with us, but with all of the incredibly talented people who donated their time and skills to create this campaign with us: Andrew Freedman and Paula Stewart from Antidote, directors Brendan Canty and Ross Whitaker, composer Denis Kilty, and photographer Leo Byrne.”