LONDON — Homeless charity St Mungo’s has hired The Academy as its first ever consumer agency, after a competitive pitch.

The agency has been briefed to deliver a campaign which aims to improve awareness of the 55-year-old UK charity at a national level.

St Mungo's works in partnership with local authorities, health colleagues and communities to end homelessness and help people move forward and rebuild their lives. Its teams walk the streets every day and night, looking for people who need help.

Alongside boosting brand awareness, the campaign will help to improve understanding of the charity’s services during the homelessness crisis. Director Marie Efthymiou will lead the account.

St Mungo’s assistant head of public engagement Patrick Beswick said: “We’re excited to be working with The Academy on our upcoming national campaign. Their strategic and creative capability stood out and made them the ideal partner for us to help tackle the challenges ahead.

“Rising figures show that homelessness is closer to home than we think, and our frontline teams see the real impact of this ongoing crisis every day with more people needing our help. Together with The Academy, we’ll not only spotlight the issue that sadly affects so many but help to increase awareness of how St Mungo’s is here to help, from that first interaction with their frontline teams to emergency accommodation and a path out of homelessness for good.”

The Academy CEO and co-founder Mitch Kaye added: “Dan [Glover] and I set up The Academy to deliver big work for important clients, and nothing feels more important than this. We are really proud to be St Mungo’s first consumer agency partner, and we know that comes with a big responsibility.”