OMA’s three month campaign will help raise awareness of The Big Issue through advertising on roadside and railway billboards, bus and tram shelters, taxis, and through digital advertising in shopping centres, universities, airports and pharmacies.

Charmaine Moldrich CEO of the OMA says in 2010, OMA members collectively donated more than $12m to over 150 charities and not-for-profit organisations.

She says, “The OMA is a proud supporter of The Big Issue. And the success of last year’s campaign proves the power of our medium in reaching the community to raise awareness for extremely important issues like homelessness.

“Many people don’t realise that by buying a copy of The Big Issue, they are putting money directly into the pockets of vendors. Each sale is helping a homeless or marginalised person get their life back on track.”

The Big Issue is an independent magazine sold on the streets by people affected by homelessness, long-term unemployment and disability to earn an income and re-connect with society. Vendors purchase the fortnightly magazine for $2.50 and sell it for $5, keeping the difference.

Steven Persson, CEO of The Big Issue says, “The campaign helps break down stereotypes associated with homelessness by allowing us to show who our vendors are and how they benefit from magazine sales.”

Melbourne advertising agency the blue group once again provided creative for the campaign.

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