To highlight the hard work of the Big Issue and its vendors, the Big Issue Group (BIG) has created an out-of-home campaign designed to reframe public perceptions of what it means to sell the Big Issue.

The campaign is made up of a striking shop front created by street art. The art installation is designed to symbolise that despite the Big Issue not having a traditional bricks and mortar shop, the vendors which buy and sell the magazine are running legitimate businesses to earn and living and change their lives. While Big Issue vendors are a familiar sight in UK towns and high streets, engaging with members of the public everyday, many still don’t realise that vendors are in effect running their own mini-enterprises.

The mural, titled ‘The Street is My Store’ marks a collaboration between the team behind the Cannes award for the ‘I’m Here’ project, and the UK’s largest hand-painted advertising company, Global Street Art. The storefront was painted by Global Street Art’s Lead Artist, Pete Barber, alongside a brilliant supporting team. It is located at Village Underground, measuring 7.4 metres high by 16 metres wide.

The art work aims to raise awareness and acts as a launch pad for a novel digital initiative which will create new ways for customers to interact with vendors, and help bolster vendors’ income.

The digital element of the campaign is intended to empower selected vendors. Personalised QR codes on lanyards and web pages that allow consumers to share with their friends and family are hoped to boost vendor sales. The initiative is set to be rolled out to all vendors, eventually.

As the UK faces an ongoing cost of living crisis, supporting Big Issue vendors is imperative; vendor numbers have increased by 10% since last year. The brand's recent Impact Report also reveals the demand for food and fuel support from vendors had increased sevenfold.

“The work we do has never been more important in light of the cost of living crisis. We have launched this campaign to showcase ways in which our vendors work hard to earn a living and that customers can now boost their local vendors’ income in even more ways” says Zoe Hayward, Group Chief Marketing Officer at BIG.

Vendors of the Big Issue buy magazines for £2 and sell them on for £4. Customers can also subscribe with a vendor online, which provides a vital additional source of regular income. With the support of BIG, these micro-business owners learn vital skills that help them grow and develop, meeting their personal, social and financial goals.

“There is still a huge misconception that vendors are given a hand out, as opposed to running their own micro businesses who purchase the magazines and need to sell them at a profit in order to benefit. We knew that we needed a simple but clever idea combined with a disruptive use of media to cut through to people and change their perception of vendors” added Mark Campion, Creative Director.

As part of the campaign, Big Issue vendors will also be selling a special Art Edition of the magazine, which is a guest edit by street artist, My Dog Sighs. An exhibition will be held locally at Jealous Gallery, which will display a limited edition print by the artist created to help raise money for the Big Issue Group.

The Big Issue’s eye-catching out of home visual, combined with a practical digital initiative means the brand is able to both raise awareness and provide people with the tangible tools to make a real impact.