Raising awareness of homelessness in Wales with The Wallich on World Homeless Day
Freshwater worked with leading Welsh homelessness charity, The Wallich, to raise awareness of homelessness in Wales for World Homeless Day (10 October) helping to share lived experiences and challenge misconceptions around the issue.
National and regional print coverage
across Welsh media comprising 10 online and print pieces
One front-page feature
and two double-page spreads achieved
Positioned The Wallich as an authoritative voice
on homelessness policy in Wales and a leading service provider
Brief
World Homeless Day is an international day that aims to raise awareness of the experiences of people who are currently homeless. It promotes good work in local communities to alleviate hardship and prevent harm and advocates for improved policies and funding that can help prevent homelessness.
The Wallich wanted to use this moment to raise awareness of homelessness in Wales focusing on the human stories behind the statistics and calling for long-term solutions beyond temporary accommodation.
Freshwater was tasked with developing and delivering a Welsh-first media strategy to help the charity reach national and regional audiences, securing meaningful media opportunities and drive engagement.
World Homeless Day is about raising understanding and compassion for people experiencing homelessness. Having Freshwater’s expertise behind us helped ensure our messages reached the right audiences with the dignity and urgency the issue deserves.
Jamie-Lee Cole, Senior Communications Manager at The Wallich
Delivery
Our first task was to issue a diary marker to journalists across Wales, highlighting The Wallich’s availability for interviews and providing ready-made story ideas and case studies.
Once this had piqued journalists’ attention, we facilitated interviews and media engagement, pairing reporters with individuals who had lived experience and ensuring appropriate safeguarding throughout to protect the vulnerable.
We also provided media support and briefing materials to position The Wallich as an expert source on policy, homelessness prevention and lived experience.
Results
- Extensive online and print coverage across major Welsh and UK outlets, including WalesOnline, Daily Post, Golwg360, South Wales Echo, Wales on Sunday and Yahoo News.
- Front page lead in the South Wales Echo and two double-page spreads in the South Wales Echo and the Western Mail.
- Stories included powerful first-hand accounts from service users Emily and Dan together with a Golwg360 feature on The Wallich’s wider work.
- The campaign positioned The Wallich as a trusted, leading voice on homelessness in Wales, driving national conversation and compassion for those affected.
- Positive feedback from The Wallich team, reporting enhanced visibility among decision-makers following publication.
