How they were getting left behind

The traditional model of vendors selling magazines on the street was becoming increasingly difficult to sustain. Changing media habits and declining print sales, meant that generating support for some of Britain’s most vulnerable people was harder than ever. While the mission remained vital, the model powering it was no longer fit for the world as it is today.

How we pioneered a new solution

The Big Issue needed a new, sustainable way to generate revenue: membership. We helped design and shape the proposition by bringing together an unlikely team of experts, from O2 Priority to the National Trust, to learn how successful membership models create value, loyalty and scale. To launch it, we flipped the conversation. Instead of asking people to subscribe to a magazine, we invited them to cancel their subscription to poverty and join The Big Issue instead.

How it impacted the business

The campaign became The Big Issue’s most talked-about initiative to date, generating over 160 pieces of press coverage across print, digital and broadcast channels. It also delivered immediate commercial impact, achieving 50% of the total membership target within the first two weeks.