Last year, it’s estimated that 2,688 people were rough sleeping on any given night in autumn. It’s a shockingly large statistic and yet, it’s a reduction of a third year-on-year; aided by the Big Issue’s ‘Everyone In’ programme during the pandemic. 

The brutal truth is there is a homelessness crisis in the UK. A crisis that may be even larger than it appears; the Office for Statistics Regulation recently noted potential data gaps and flaws that could even be masking the full extent of homelessness. And, whilst the Big Issues’ program is estimated to have helped protect 37,000 people across the country throughout the pandemic, a December 2020 report ‘Everything Stopped’ from Depaul showed that the pandemic disproportionately impacted young people aged 16-25. 

From steep rises in couch-surfing to dropping out of education and unemployment, to anxiety, mental health challenges and isolation young people faced a myriad of challenges. In London alone, Depaul reported a 47% increase in homelessness among young people in 2020 compared to 2019.

To raise awareness around this issue, National youth homelessness charity, Depaul UK, has teamed up with Publicis•Poke to open the ‘Beyond a Bed’ store in Croydon Centrale shopping centre. A bed store without any beds to show that on its own a bed is simply not enough to help young people escape homelessness.

“Homelessness is a scourge on society, yet the full extent of its impact on lives and how to tackle it are often misunderstood, leaving tens of thousands in peril.” explains Dave Monk, executive creative director, Publicis•Poke. With the ‘Beyond a Bed’ campaign we are aiming to bring home to visitors in an engaging, immersive way the full extent of homelessness throughout this country. The data on homelessness is truly shocking and working with Depaul has really enlightened the whole team.”

Publicis•Poke has developed ‘Beyond a Bed’ to appear just like a real bed store. But, instead of showcasing beds it tells real-life stories of young people that Depaul has helped. Visitors will be able to see how Rachel, Chris, Joe, Charlotte, Amelia and Daniel are amongst those who needed more than a bed for the night to escape homelessness for good. Their stories showcase the necessity of Depaul’s specialist long-term guidance and support that goes beyond a bed to include services like education and careers guidance, mental health counselling and family mediation.

The store was open during August as part of a broader ‘A Bed Is Not Enough’ campaign that highlights the disproportionate toll on the physical health and mental wellbeing of young people caused by Covid-19. The experiential activation is also being supported by social film, digital and PR inspired by the real-life stories shown in the bed store.

The ‘Beyond a Bed’ concept falls against the backdrop of the government announcing it will not be continuing with the £20 top-up on Universal Credit payments as the furlough scheme comes to an end and the Combined Homelessness and Information Network (CHAIN) recently reported a 30 percent increase in the number of under-25s sleeping rough in London.

Claire McMaster, Executive Director of Fundraising and Communications, Depaul UK, explained that “the homelessness problem is, and always has been, a long-term problem, but solutions are all too often short-term. The strategic shift of the ‘A bed is not enough’ mission is a vital step to tackle the constant challenges homelessness charities like Depaul face in raising ongoing funds. We need a more permanent solution.” She goes on to stress, “we’re aiming to bring a fresh awareness to the issue in an engaging, immersive way in the hope that people begin to subscribe to tackling homelessness and go beyond a single donation”

‘A Bed Is Not Enough’ aims to shine a spotlight on the vitally important services that charities like Depaul UK provide and drive up the number of monthly donors. The charity is asking the public to make regular donations of £12 a month to provide long-term support for the rising number of young people who face homelessness.

To donate to Depaul please click here.