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The challenge

Network Rail commissioned Eleven to promote and explain their Routes out of Homelessness (RooH) charity partnership with Shelter, Big Issue Foundation, Crisis, Railway Children and End Youth Homelessness to internal and external stakeholders.

They wanted an animation to raise awareness
of the charity partnership, which has been established to reduce homelessness around the railway network.

They also wanted some Tap to Donate screens to encourage fundraising for the five homelessness charity partners, using the vision statement: Together, we will support people to find their own Routes out of Homelessness.

The challenge
The challenge
The challenge

The solution

In busy station environments and in people's busy lives, it's increasingly difficult to gain attention. And to have a message cut through the noise, even for important and widespread issues such as homelessness.

Based on this, our suggestion was to rely on a simple and straight-forward communication method that would help our message stand out in the crowd. Bold use of uplifting colours, and clear statements, backed up with a human touch help to ensure the animation was noticed and properly engaged with, making sure that the message hits home. 

We recommended including some texture within the design and hand-written typography for realism and immediacy - to show that this is an issue affecting real people, right here and now.

We suggested producing one long and one short animation. The shorter version is being screened at Network Rail owned stations across the country, as well as on Yammer posts (internally within Network Rail) and on social media. The longer animation is on the RooH page of the Network Rail website - intended for those who want to find out more.   

We also provided designs for the Tap to Donate screens, which appeared in stations across the country (at the same time as the animation appeared on the OIS screens). These had to be carefully designed to make it easy for people to donate with minimum screen touches, and to make the donation amounts really clear, whilst still keeping the overall messaging on brand.


We opted for a simple, straight-forward communication method that would help our message stand out in the crowd.

We opted for a simple, straight-forward communication method that would help our message stand out in the crowd.


We used bold colours and clear statements, giving our campaign impact and a human touch.

We used bold colours and clear statements, giving our campaign impact and a human touch.


We created two animations and designs for 'Tap to Donate' screens for use in stations.

We created two animations and designs for 'Tap to Donate' screens for use in stations.


Picture2

The impact

The client and charity partners were delighted with the animation and screen designs, which they felt captured the positive and emotive vibe of the project.

The post shared on Yammer featuring the animation received over 618 views in the first week.

The client’s People’s Fundraising page has raised over £10,000 already (as of 16th November 2021) – meaning the client is well on their way to reaching their £25,000 fundraising target.


£10k

raised on the client's People Fundraising page (to date).


618

animation views on Yammer within a matter of weeks.


“Eleven have been a joy to work with, with fantastic results!”
Social performance manager
Network Rail

+1

Both Eleven and the project team at Network Rail were keen to develop a solution which exuded character and humanity. We advised that this could still be done without the use of human characters, as these might feed into people’s stereotypes of what a homeless person “looks like”. 

Instead, we were able to add character and humanity to the words themselves, in a positive and upbeat way. This also helped to reduce the animation cost.

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