Home safe,
safe home
Ciara Harrison + Johanna Molloy
The Cannes Young Lions Cyber Entry
Campaign summary
The Peter McVerry Trust differs from other homeless
charities. Rather than focusing on emergency
accommodation they are working towards a more long
term solution; a safe home.
How can we get this message across to people aged
18 – 34 in a quick & simple way while simultaneously
raising donations?
We’ll reach them through their smartphone. This age
group use their phone approximately 160 times a day.
However, we need to reach them in a compelling way
and this is why we’re teaming up with the Hailo taxi app.
creative insight
Home Safe
Safe home
The Peter McVerry Trust work towards providing
homeless people with a safe space to call home. What
better way than to reach our target audience on their
safe journeys home.
Hailo, similarly to the Peter McVerry Trust, work
towards getting people places, often home, in a safe
and efficient way. With over 750,000 app
downloads in the past 3 years and 45,000 journeys
taken daily in Ireland, this partnership is a perfect fit
for the campaign.
creative solution
Give Hailo users the opportunity to donate to the Peter McVerry Trust through the app
during their journeys. Thus, placing donations in an environment where money is usually
contributed via tipping. Donators can then share this action across their social media
platforms spreading further campaign awareness.
“I got home safe and helped someone get a safe home” thanks to Hailo and The Peter
McVerry Trust with a link to their website (see fig. 1).
Fig. 1
Platform 1. - Facebook
platform 2. - Twitter
How will it work?
When someone starts their Hailo journey a Peter McVerry Trust icon button will appear next
to the tip button at the bottom of the screen. (See fig. 2).
At the beginning of their journey, the Hailo user will be prompted through a light box to
make a donation (See fig. 3). At any stage during the journey they can choose to make a
donation and share this over Facebook and Twitter. (See fig. 4)
This in turn will let their friends know that they’ve reached their destination safely while the
donation will aid the charity in providing safe homes.
When the individual receives their Hailo receipt via email they will be thanked for donating
to the Peter McVerry Trust and supplied with links for the Peter McVerry Trust website and
social pages.
This campaign will launch in the run up to Christmas which is the busiest time of year for
taxis and the charity. It’s also a really important time to remind people that even though
they are getting home safe not everyone has a safe home to go to but with the help of the
Peter McVerry Trust, they can.
Fig 2.
Fig 3.
Fig 4.
In summary..
€
Reach people on
mobile with our
message,
Home safe, safe home.
Use the Hailo app
to leverage this
campaign.
Ask people to
donate during their
journey.
Which can then be
shared across
Facebook & Twitter.
Thus increasing
awareness and
donations to the
Peter McVerry Trust.