U.K. homeless charity Depaul is using Spotify playlists this year to tell the stories of several homeless young people and raise awareness of its work.
The campaign, via Publicis London, tells the stories of George, 20, Kristina, 20, Fatos, 25, Jecoliah, 19, and Emma, 21, using the titles of songs in a personal way. As users read the song titles, the playlist reveals that young person’s experience of homelessness. A final “track” allows the listener to hear directly from the individual.
The campaign aims to reach the 16-to-25 age group with which Depaul U.K. works, and reframe how they view homelessness. It was developed with the support of Creative Solutions, Spotify's internal creative agency for brands and launches today (Dec. 7) at Facebook's U.K. headquarters with a special performance by artist Tom Grennan.
Mike Thiedke, Depaul U.K’.s CEO, says in a statement: “Every experience of homelessness is unique, and the diversity of playlists demonstrates this. Through Spotify, we hope to break through the noise and reach listeners directly so that they can understand what people like George and Fatos have experienced."