The Soho Angels were born out of a partnership between Westminster City Council and the LGBT Foundation (supported by their sponsors, Smirnoff). The initiative involved putting trained volunteers on the streets of Soho on weekend evenings to offer physical and emotional support to those who might need it.
I was asked to come up with a proposition for the service and wanted to avoid anything that made the volunteers seem like busybodies or killjoys. Using my experience on the Alcohol Harm Reduction campaign, I reframed the service as there to stop a good night turning bad, with the snappy ‘End The Night Right’ sign-off.
I wrote executions that focused on how small interventions could prevent bigger problems occurring further down the line: which otherwise might turn a good night into one where someone could injure themselves or become a victim of crime.
I was asked to come up with a proposition for the service and wanted to avoid anything that made the volunteers seem like busybodies or killjoys. Using my experience on the Alcohol Harm Reduction campaign, I reframed the service as there to stop a good night turning bad, with the snappy ‘End The Night Right’ sign-off.
I wrote executions that focused on how small interventions could prevent bigger problems occurring further down the line: which otherwise might turn a good night into one where someone could injure themselves or become a victim of crime.
Rather than using photography, the ads were created in Cinema 4D. This gave them an evocative but unreal quality that drew the viewer in, all the images are modelled on real Soho streets.
The campaign ran on posters in and around Soho, including inside venues. The social media bursts were timed to coincide with people heading out for an evening on Friday and Saturday. We also produced T-shirts for bar staff, and flyers for venues to distribute to revellers.
The campaign ran on posters in and around Soho, including inside venues. The social media bursts were timed to coincide with people heading out for an evening on Friday and Saturday. We also produced T-shirts for bar staff, and flyers for venues to distribute to revellers.
Shortly after the launch, London Transport asked us to create some posters for them to run in West End stations, such as Piccadilly Circus and Leicester Square. These executions focused on getting home safely and looking out for your friends.
The campaign, and the initiative itself were very successful. The London Ambulance Service distributed our material to their own staff, and the project was endorsed by the Met Police. The story was featured across many news platforms including local, national and the LBGT press.
The campaign, and the initiative itself were very successful. The London Ambulance Service distributed our material to their own staff, and the project was endorsed by the Met Police. The story was featured across many news platforms including local, national and the LBGT press.
The campaign won Best Public Sector Campaign at the Creative Moment Awards and a gold at the International Hermes Awards. It also formed a central part of Smirnoff’s winning entry at The Drum’s Social Purpose Awards 2019.
Branded T-shorts for bar staff
Recruitment brochure
Branded wrap of Eros in Piccadilly Circus for New Years Eve