Charity right to find a home in D&AD brief

I was taken aback by the intemperate views expressed in Ms Adams’ letter (DW 24 April) and, as I was primarily involved in the brief, I felt I should respond.

Prompted by the huge growth in people sleeping rough in Soho, I set out to mobilise the advertising, design and media industry into doing something about it.

A sizeable group of us got together and our first task was to choose a charity to support and concentrate our efforts on, so we could help in more than a dilettante fashion. After considerable research, we chose London Connection for a number of reasons. It is involved in long-term rehabilitation rather than short-term solutions. It deals with hundreds of people every day and its focus is on young people. In addition, it was recommended to us by the Homeless Network, the umbrella group for homeless charities.

Adams’ letter seems to blame us for not choosing a more high-profile charity, and then suggests that we may not have heard of the others. The fact that it does not have a higher profile gives us more scope to make a difference.

Last Christmas, Phil Jones from Real Time Studio gave us the chance to link up with the Bladdered By Fax party. This raised 12 000. Shortly after that, I produced an ad to run in the Big Issue, which raised both funds and awareness.

Real Time then kindly offered us the London Connection as the brief for the British Design and Art Direction student awards typography category. The brief was prepared in close conjunction with the charity, which also joined the judging panel.

I hope this shows our involvement is more than superficial.

Simon Tuke

McCann-Erickson

London W1

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