Cardboard
– The Passage
![](https://freight.cargo.site/t/original/i/6d13854219d29ae3fe9c05adfa07abfb5c52328e94e335a9cc62bad5bbf94dc7/Passage-3_o.jpg)
![](https://freight.cargo.site/t/original/i/dd8368ebbc5e85e6246a68c68b3a67ff6b66860044b9021f352a27d4c386c6e9/Passage-1_o.jpg)
![](https://freight.cargo.site/t/original/i/8a31dbe4729e560fff5eb4c1c4e96c9809385a1228154db1b372af4711c580e1/Passage-2_o.jpg)
![](https://freight.cargo.site/t/original/i/480b3923d18f787d116e7cd895f4b943529c30f7059076e0ffe9b98c0646f1ad/Passage-5_o.jpg)
![](https://freight.cargo.site/t/original/i/347e4bfee442384a07f3206c722fbf324c2f5a356b997856caa88c68939be44e/Passage-4_o.jpg)
![](https://freight.cargo.site/t/original/i/7020e9b53b540f21535dd20fb9b50172d365b3c3d95592ef95d4994df302d1fd/Passage-6_o.jpg)
The Passage is London’s largest voluntary day-centre charity for homeless people. Once a month, volunteers collect donations at London Victoria station. To raise awareness and help increase donations, we gave volunteers cardboard signs to carry with their collection pots. Donations increased by over 25% with a budget of zero.
Credits
Creatives – Neill Rogers & Nick Robinson
Copy – Neill Rogers, Louisa Garnier, Paul Samuels & Nick Robinson
Agency – Publicis Life Brands
Creative Directors – Shaheed Peera & Neill Rogers
Film – Andy Davies & Nick Robinson
Editor – Andy Davies