A major homelessness charity has launched its first brand campaign in a bid to tackle “limited public awareness” of its work.

St Mungo’s ‘We’re Here’ campaign will display a range of creative imagery and narrative arcs at 655 locations across London.

The cost-of-living crisis and a lack of affordable housing had resulted in increasing numbers of people sleeping rough for the first time, the charity said. 

“In London, where this campaign is running, the latest figures show a 20 per cent increase in people sleeping rough for the first time, up from the previous year,” it said.

“However, there is limited public awareness of St Mungo’s specialist support to end homelessness and rebuild lives.”

The charity will display artwork of people who have faced rough sleeping throughout September in billboard and bus-stop locations across the capital.

These are all located at street level, with many positioned in areas where rough sleeping is prevalent, the charity said.

The campaign is also supported by a range of social and digital advertisements. 

The charity declined to reveal how much the campaign cost.

St Mungo’s said its campaign had been informed by its staff’s experiences in the past 18 months.

“Anecdotally, staff report seeing more and more people sleeping rough, including people in work or who have never been homeless before,” the charity said.

“The campaign reflects this, with a sense that rough sleeping and homelessness are closer than ever before to many people across the country.

“The imagery for the campaign was carefully selected with this in mind, steering clear of stereotypical images of people experiencing homelessness.”

About 1,000 people are expected to be sleeping rough in London on any given night, with physical and mental health, employment support and immigration being seen as some of the most intense and frequent needs, the charity said.

Georgina Day, assistant head of public engagement at St Mungo’s, said the charity has “known for years” that its public profile was limiting its ambitions. 

“Now, a combination of the right timing, insight data and partner agencies Red Stone and MediaLab has made this brand campaign possible,” Day said.

“Its focus on the positive action we take to end homelessness, with a simple message which is all about being there for our clients, is really true to us and what we want to be known for.”