Daniel volunteered to try and make a difference during lockdown, to help the homeless who were still on the empty streets of London. The main aim of the campaign was to drive advocates and new audiences to subscribe to digital editions and print magazines through highly-targeted video views, celebrity endorsements and vendor-based content. He worked with Positive Change agency to produce for the Big Miss You concept for theIssue and worked with their team to help Creatively guide the Players Vs Cancer challenge.
For the Big Miss You – Daniel tapped into the very real and emotional impact of being removed from the streets. It wasn’t just the lack of sales but the missing community that everyone felt. The vendors didn’t worry about themselves, they worried about their customers.
Not only that, the campaign inspired Craig David to record his own personal message and even hacked the LinkedIn update notification to get an army of virtual sellers that allowed the big issue to sell subscriptions to keep the magazine going.
Daniel also had his birthday during lockdown and donated to a charity to help others out. During lockdown he also carried out food shops for his neighbours who were in need and posted letters of positivity to all the elderly within his local area.
We met with Daniel to see how he feels about being a Sweet FA 2020 winner and to learn a little more about him.
How does it feel to be a Sweet FA 2020 winner?
It is an amazing feeling. It comes from the community and makes me extremely proud. What’s more important it gives me a chance to talk more about the Big Issue and the fantastic work they do.