Includes €1m marketing campaign to raise funds and awareness of homelessness
Three Ireland has announced that it is giving Focus Ireland a million Euro marketing campaign entitled “Let’s All Tackle Homelessness”. By leveraging its sponsorship of the Irish Rugby Team during the 2016 RBS 6 Nations tournament, Three hopes to harness the goodwill, enthusiasm and passion of rugby fans, and generate both awareness and funds to make a real difference to the lives of people currently facing great difficulties as a result of homelessness.
According to Elaine Carey, Chief Commercial Officer of Three Ireland: “Homelessness is one of the major issues facing our society and we wanted to play our part in supporting this very worthy cause. Therefore we are giving our assets and full marketing campaign associated with the rugby sponsorship to Focus Ireland. This will raise funds and awareness and help Focus Ireland reach those in need of their services, advice and information.”
The €1m campaign will include: a major advertising campaign on television, radio, outdoor and online; the creation of a three minute documentary on homelessness; a fundraising campaign with dedicated text line; access to Three ambassador Johnny Sexton, public relations and other promotional support.
Three is also making its own ‘call’ to Ireland’s rugby fans and the rest of Ireland to help by texting HOME to 50300 to donate €2. No network charges will apply when donations are made on the Three network and all funds will go directly to Focus Ireland.
Every day Focus Ireland secures a home for a family, but every day two other families are losing their homes. This campaign will help Focus Ireland to reach those most at risk of becoming homeless and provide essential advice, information and support to those who need it most.
Commenting at the launch Ashley Balbirnie, CEO of Focus Ireland: “We are incredibly grateful to Three for using its sponsorship of the Irish Rugby Team to provide this platform to raise awareness for the issue of homelessness. We do not have the resources to launch a campaign anywhere near this scale so Three’s generosity will go a long way in helping us to achieve a new awareness of homelessness in Ireland, reach a wider audience and make it easy for people to support our work. This is a very welcome opportunity to create an impactful campaign and raise funds that will ultimately change lives.”
Carey added: “Homelessness is a growing problem in Ireland and the number of families experiencing homelessness has increased tenfold (from eight to 80 families a month) in recent years. The explicit aim of Three’s charity strategy is to make a difference via a holistic approach that includes all of our resources – employee skills, marketing capabilities and assets, services, etc. Three believes the most relevant issue to our business, one to which we can make a difference, is disadvantaged young people. Our current relationship with the charity An Cosán Virtual Community College reflects this, as does our new campaign with Focus Ireland that supports families experiencing homelessness.”