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23 April 2020

The Biggest Issue

by Syd Briscoe


The Big Issue: “The Big Miss You” - 65s

This touching ad for the Big Issue addresses the impact of lockdown on the embattled magazine. Times are tough for a publication which relies on footfall, and that reality is reflected in the film's sombre tone.

A poetic voiceover reminds viewers that selling the magazine allows homeless people to help themselves, and draws attention to the fact the already overlooked are even less visible as the nation stays home. Without a home to shelter in, avoiding infection becomes monumentally more difficult.

Charities are doing their best to help the most vulnerable, and the Big Issue has moved to taking online donations, but this still offers a pointed reminder that times have never been this tough in living memory.


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