The concept

When you think of Christmas chocolates, we’re pretty sure that one brand in particularly is the first to spring to mind. We tapped into this recognition to kickstart this educational campaign, thinking of ways to capture media attention and put a campaign in front of the general public that would hit home during the festive season.

With that in mind, we opted for a play on words and came up with our Inequality Street concept — a campaign where we will give each festive chocolate a twist, bringing life to the daily issues faced by those experiencing homelessness. One example, the Caramel Whirl, represents how many people can become stuck in a revolving door of precarious housing due to limited options like HMOs and shelters, meaning finding a safe, permanent home is anything but easy. 

It’s a fresh approach to raising awareness, showing that homelessness is about much more than rough sleeping — it’s a complex issue that affects thousands in different ways. From The Last Penny to The Debt Triangle, this satirical, festive campaign aims to spark meaningful conversations about the complexities of homelessness, especially during a time of year that many associate with warmth and joy.

Raising awareness about the scale of homelessness in the UK

As well as a full-scale press and social media campaign, our team is bringing the message straight to the streets of Birmingham with a creative twist — a pop-up, lemonade stand-esque fundraising event next Wednesday (11th December).

Instead of lemonade, we’ll be on hand with boxes of Inequality Street chocolates, inviting passersby to donate only what they can afford whilst our passionate team engages spark conversations about the brilliant work done by SIFA Fireside to aid those experiencing homelessness in Birmingham.

While many of us are aware that homelessness is a serious issue, its full extent often goes unnoticed. According to The Big Issue, the number of households in temporary accommodation has risen by 10%, affecting 112,660 households, which includes 146,800 children. These figures don’t even account for the hidden forms of homelessness — sofa surfing or people living in precarious conditions such as hostels or shelters.

SIFA Fireside is one of 76 other charities affiliated with Homeless Link that are calling on the government to act now. With a £1 billion funding shortfall needed to effectively tackle homelessness, action is essential to prevent further escalation of this crisis. 

SIFA Fireside is just one charity supporting people who are facing, at risk of, or in recovery from the effects of homelessness, and on average, carry out 85 unique interventions each day and over 6,000 each year. 

It is a mammoth task — one they can’t do alone. So, keep your eyes peeled for our Inequality Street campaign rolling out on SIFA Fireside’s Instagram (@sifafiresideofficial), come and see us in Birmingham next week and take this as an opportunity to learn more about this important issue.

Working with SIFA Fireside on this campaign has been an incredibly rewarding experience. Every member of our Leopard Co team has contributed to this campaign in some way. From engaging with SIFA Fireside’s team to drafting press releases, from designing graphics and even packing chocolate boxes — it’s been a real team effort.

We have created a campaign that is not only striking and impactful, but also a genuine catalyst for change. This project has a labour of love for a charity that’s deeply rooted in the local community — and we’re proud to be part of it.

Join us in giving the finger to homelessness

The Inequality Street campaign is about more than raising awareness — it’s a call to action. SIFA Fireside is urging the public to donate whatever they can to support those who are experiencing or at risk of homelessness. Every contribution enables SIFA Fireside provide vital services and offer a pathway out of crisis, making a tangible difference in the community.

This Christmas, you can help us support SIFA Fireside in their mission to assist those at risk of homelessness. Visit their website to learn how you can contribute and join us in giving the finger to homelessness this Christmas — together we can help create a brighter future for those in need.