Skinny Steve: Wants you to take notice!
At the start of 2011 Joe Miller, a final year student at Southampton Solent University, undertook some guerrilla marketing to try and raise awareness of the issue of homeless and the work of the Society of St James.
Guerrilla marketing is a non-traditional, cost effective method of generating awareness that works by grabbing, and subverting people’s attention when they least expect it. It has a surprise element and is often ambient.
Our guerrilla campaign involved a homeless skeleton by the name of Skinny Steve. Steve moved from place to place around Southampton for several weeks, creating awareness and generating hype with his message ‘how long until you take notice’?
“Far too many people have a stereotyped view of the homeless and how they act, including me, we do not look at them at the same level and its extremely problematic. I am working with Society of St James because I feel it is time to get people to take notice of the homeless, remove the stigma and blame attached and encourage everyone to try and make a real difference”
Skinny Steve grabs attention in a fun and eye-catching way, but also brings home the serious message that too many of us ignore homeless and vulnerable people, and that we must all take action to help and support them before it is too late.
You can watch a video of Steve in action around Southampton here.
Skinny Steve: The next steps
Following the initial success of Joe’s campaign, the Society of St James went on to run a Skinny Steve logo competition.
Steve will continue to make appearances around the county to raise awareness of the issues facing homeless people. He is now the face of our ONE BIG Sleepout, and has made public appearances to promote the event. His logo is also featured on the badges and beanie hats given to all the sleepout participants.