Know-How Exchange : Advertising/PR

I presume this must be the The Big Issue which must be a uniquely Australian idea judging by the responses so far.

For those KHE contributors who have not seen these vendors, I can tell you they are not the archetypal "skels" or winos you may think they are.

I've bought a copy of the magazine before now, although infrequently. I think it's about $3.00 an issue. It's a social comment magazine printed on slightly better than newsprint stock, and is sold by street vendors who do this instead of (or as well as?) claiming welfare benefits from Australia's welfare agency CentreLink.

Why do I occasionally buy it? Because I see the poor-looking vendor and I know the purchase goes towards his/her next meal or towards their rent. The magazine is kind of interesting, although in a very elemental way. Editorially it can be a bit "angry workers unite against the totalitarian regime" kind of stuff.

What could be done to improve sales? A promotional campaign so employed people could better understand the reasons why unemployed people are selling the magazine, and that selling it helps them maintain their personal pride and dignity as well as holding body and soul together in a very basic way. I suppose improving the content would not go astray either, but the nature of the magazine dictates that it must be kept low-cost, and the proprietors will probably always be politically left of center.

I would like to see the promotion tell the public more about the organization behind the magazine. Who writes, edits and prints each edition. How does all that get funded. Why should employed people even give a stuff, and so on.

There was one young man who used to sell the Big Issue outside NAB in Bourke Street, Melbourne, who used to engage the buyer with updates on his job search. He finally trained to become a taxi driver. I hope he's doing OK.

Commercial TV channels in Australia are obliged to provide a certain number of air time-minutes a month free of charge to Community Announcements. If The Big Issue is a community project, how can you get some of that air time?

During the holiday silly-season some of the current affair shows might be interested in doing a weekly segment focusing on the activities of one vendor, following him/her through the Dec/Jan holiday period, seeing the reactions of customers, looking at the magazine and the part it plays in helping the unemployed person to get back on their feet.


What ideas have been tried in the past? I can think of none that I recall, perhaps this would be a first attempt?

Come back and let's discuss it some more... 'Tis the season to try to be helpful to those not as well off as ourselves.

Cheers

ChrisB