Hidden Homelessness advertising campaign for SIFA Fireside - sleeping in car

Highlighting hidden homelessness for SIFA Fireside

In collaboration with SIFA Fireside, we’re putting the focus on an often unseen aspect of homelessness. Our latest advertising campaign, “Most Homeless People Remain Hidden” aims to draw attention to the hidden side of homelessness that many don’t see: those sofa-surfing, sleeping in their cars, or even trapped in modern day slavery and forced to sleep in their workplace.

2,400 supported

Despite rough sleeping being the more visible side of homelessness, the reality is that many more are living in these precarious situations, entirely out of sight. SIFA Fireside’s recent figures highlight the scale of this issue, with over 2,400 people supported in hidden homelessness situations compared to 540 rough sleepers since April 2023.


The first step in solving a problem is seeing the problem. And we hope this work will do just that – get people to look more closely at this issue. Through the kind support of Ocean Outdoor, which has donated valuable advertising space, we’re bringing this issue to the forefront right across a number of prime outdoor advertising sites. The media was chosen as we felt that while most posters are easily ignored, this creative invited the viewer to stop and really look. We really wanted them to see the hidden message and there was a little reward for spotting it.

Get involved

But this campaign is about more than just awareness; it’s a call to action. We encourage everyone to get involved, learn more, and support the campaign. Your help can make a real difference in the lives of those facing both visible and hidden homelessness.

Make a change

Visit SIFA Fireside’s campaign page to see how you can contribute to making a change.

This is the second creative campaign we have produced for the Birmingham based charity following our Homelessness Doesn’t Take A Holiday we rolled out last summer. You can read about that here.

The agency has a long history of working on homeless projects having been a collaborator with St Basils, the Midlands Youth Homeless charity for many years. You can see some of our award winning work for them here.


If you’d like to see what we could do for you, drop us a note saying ‘Hey, I’d really like more people to see my brand’ here.

Hidden Homelessness advertising campaign for SIFA Fireside - sofa surfing