This week, leading homelessness charity Crisis launches its integrated campaign with Don’t Panic for Christmas 2026.
The campaign comes in the wake of Prime Minister Andy Burnham’s stated commitment to end rough sleeping. It captures the essence of Crisis’ services which take a person-centered, tailored approach, supporting people to rebuild their lives and overcome challenges and setbacks. It is a timely demonstration of the deep, sustained work it takes to create real change in the life of someone experiencing homelessness.
Tasked to future-proof the charity’s annual income-driving Crisis at Christmas appeal, Don’t Panic developed a new proposition. It is designed to motivate untapped values-driven growth audiences while retaining support from a long-standing donor heartland.
Don’t Panic’s work focuses in particular on the extraordinary impact of the well-established Crisis at Christmas service. Many know this as providing hot meals, beds and showers on Christmas Day - but there’s far more to it than that.
The campaign explores the profound turning points which are so often part of a journey out of homelessness. From that first interaction with a Crisis service through to building trust, growing in confidence and receiving the right consistent support so that people can leave homelessness behind and realise their potential. It also heroes the year-round successes of the charity and its donors.
The campaign slogan 'From Crisis to Home' intentionally places greater emphasis on the impact of Crisis' services, which place access to a home at the centre of their work.
At the heart of the campaign is Don’t Panic’s moving DRTV film, directed by Chris Fowles. It captures the quiet resilience of someone experiencing long-term homelessness - Nick. He keeps his situation hidden from others, and turns inwards to find the strength just to make it through each day.
The story charts Nick’s tentative inner recovery from the first moments of his arrival at Crisis at Christmas. This includes his self-protective instinct to ‘not get used to this’. We then see his sense of hopelessness give way to belief that things can change – thanks to Crisis’ uniquely personalised support and care.
It’s a story relatable to anyone who has ever felt they needed to keep their head down and push through, in spite of overwhelming difficulty.
“It was essential for us to portray a nuanced and complex portrait of Nick. Too often society flattens people facing homelessness into a two dimensional stereotype. But our hero’s inner voice shows that he is a complex individual who reacts and adapts to his environment whilst enduring incredible instability. His emotional journey is what will authentically connect with viewers.” - Georgia Stephenson, Creative Director at Don’t Panic
Chris Fowles, who directed the film via Outsider, added “I felt incredibly fortunate to be given the chance to tell a story for such an important cause. Finding our 'Nick' in Gareth felt like the key to the whole film. He brought such vulnerability and restraint to the character without ever reaching for sympathy. Shooting on 35mm gave the film a beautiful texture and emotional quality that brought a real sense of authenticity to the story.”
The campaign photography, by Myles Bailey, captures both the ‘before’ and ‘after’ of someone’s journey out of homelessness.
The latter images are truly celebratory in tone. They focus not just on the practical reality of having a home, but also on the hope and joy in the faces of the subjects. These emotions are the result of the deeper healing that so often must happen on the journey out of homelessness.
Ian Richards, Head of Crisis Christmas, recounts what is needed to help individuals leave homelessness behind for good: “It takes time for people to believe it’s true. You hear stories of people getting their room [at a Crisis at Christmas hotel] and then sleeping on the floor, because they can’t believe it. When people are sleeping rough every day is about survival. You can’t think long-term. Once people are in our services and they start to feel safe and rested, they have the headspace to engage with the support on offer. The results speak for themselves - last year two thirds of the people we supported through our Christmas hotels didn’t return to the streets.”
Richards speaks directly about how future-facing the charity’s work is: “The opposite of homelessness is what you can do with your life afterwards. ‘I can now pursue the things that matter to me. Build my relationships again.’ A home is the base - a chance to finally live your potential again.”
Working closely with Crisis, the agency developed an eye-catching design and art direction system. It reflects the essential, playful humanity of every person featured and the human-centered approach with hand-rendered typographic details.
This look and feel was incorporated into a playbook, providing messaging and design principles for Crisis’ to use across all its Christmas communications.
The campaign comes in the wake of Prime Minister Andy Burnham’s stated commitment to end rough sleeping. It captures the essence of Crisis’ services which take a person-centered, tailored approach, supporting people to rebuild their lives and overcome challenges and setbacks. It is a timely demonstration of the deep, sustained work it takes to create real change in the life of someone experiencing homelessness.
Tasked to future-proof the charity’s annual income-driving Crisis at Christmas appeal, Don’t Panic developed a new proposition. It is designed to motivate untapped values-driven growth audiences while retaining support from a long-standing donor heartland.
Don’t Panic’s work focuses in particular on the extraordinary impact of the well-established Crisis at Christmas service. Many know this as providing hot meals, beds and showers on Christmas Day - but there’s far more to it than that.
The campaign explores the profound turning points which are so often part of a journey out of homelessness. From that first interaction with a Crisis service through to building trust, growing in confidence and receiving the right consistent support so that people can leave homelessness behind and realise their potential. It also heroes the year-round successes of the charity and its donors.
At the heart of the campaign is Don’t Panic’s moving DRTV film, directed by Chris Fowles. It captures the quiet resilience of someone experiencing long-term homelessness - Nick. He keeps his situation hidden from others, and turns inwards to find the strength just to make it through each day.
The story charts Nick’s tentative inner recovery from the first moments of his arrival at Crisis at Christmas. This includes his self-protective instinct to ‘not get used to this’. We then see his sense of hopelessness give way to belief that things can change – thanks to Crisis’ uniquely personalised support and care.
It’s a story relatable to anyone who has ever felt they needed to keep their head down and push through, in spite of overwhelming difficulty.
“It was essential for us to portray a nuanced and complex portrait of Nick. Too often society flattens people facing homelessness into a two dimensional stereotype. But our hero’s inner voice shows that he is a complex individual who reacts and adapts to his environment whilst enduring incredible instability. His emotional journey is what will authentically connect with viewers.” - Georgia Stephenson, Creative Director at Don’t Panic
Chris Fowles, who directed the film via Outsider, added “I felt incredibly fortunate to be given the chance to tell a story for such an important cause. Finding our 'Nick' in Gareth felt like the key to the whole film. He brought such vulnerability and restraint to the character without ever reaching for sympathy. Shooting on 35mm gave the film a beautiful texture and emotional quality that brought a real sense of authenticity to the story.”
The campaign photography, by Myles Bailey, captures both the ‘before’ and ‘after’ of someone’s journey out of homelessness.
The latter images are truly celebratory in tone. They focus not just on the practical reality of having a home, but also on the hope and joy in the faces of the subjects. These emotions are the result of the deeper healing that so often must happen on the journey out of homelessness.
Ian Richards, Head of Crisis Christmas, recounts what is needed to help individuals leave homelessness behind for good: “It takes time for people to believe it’s true. You hear stories of people getting their room [at a Crisis at Christmas hotel] and then sleeping on the floor, because they can’t believe it. When people are sleeping rough every day is about survival. You can’t think long-term. Once people are in our services and they start to feel safe and rested, they have the headspace to engage with the support on offer. The results speak for themselves - last year two thirds of the people we supported through our Christmas hotels didn’t return to the streets.”
Richards speaks directly about how future-facing the charity’s work is: “The opposite of homelessness is what you can do with your life afterwards. ‘I can now pursue the things that matter to me. Build my relationships again.’ A home is the base - a chance to finally live your potential again.”
Working closely with Crisis, the agency developed an eye-catching design and art direction system. It reflects the essential, playful humanity of every person featured and the human-centered approach with hand-rendered typographic details.
This look and feel was incorporated into a playbook, providing messaging and design principles for Crisis’ to use across all its Christmas communications.
CREDITS
CLIENT - Crisis
Executive Director Brand, Marketing, Fundraising: Tamsin Baxter
Head of Brand, Marketing and Audience: Kirsten Armstrong
Head of Individual Giving and Supporter Experience: Natalie Dendy
Creative Lead: Ray Dunlop
Individual Giving Lead (Acquisition): Carrie Petitt
Individual Giving Lead (Development): Errin Kiernan
Individual Giving Manager (Acquisition): Hannah Goodwin
Individual Giving Executive (Acquisition): Faye Anderson
Individual Giving Executive (Acquisition): Juliana Van Well Dias
AGENCY - Don't Panic
Founder - Joe Wade
Client and Commercial Partner - Jane Marshall
Head of Strategy - Michelle Dennis
Creative Directors - Georgia Stephenson & George McCallum
Executive Producer - Chloe Shaw
Senior Account Directors - Rheia Pannu & Alex Tilley
Senior Producer - Malika Patel
Senior Account Manager - Maja Kozlowski
Creatives - Alex Kosterman, Ada Rose, Jake Moss, Katie Richardson & Polly Jones
Designer - Francesca Levi Morenos & Casey NG
PRODUCTION - Outsider
Director: Chris Fowles
Producer: Harry Starkey-Midha
Production Manager: Daisy Heathwood
Production Assistant: Tom Breheny
Location Manager: Jamie Jamieson
Location Manager: Alex Collett
1st AD: Laura Carrion Del Pozo
2nd AD: Morgan Rose Woods
2nd AD (Stills): Brodie McBride
Runner: Callum Fletcher
DOP: Henry Gill
Focus Puller: Adam Fox
Clapper Loader: James Tilyard
Camera Trainee: Zenith Ibarra
Playback Op: Sylvester Weekes
Sound Recordist: Nigel Albermaniche
Stills Photographer: Myles Bailey
Digi OP: Alex Galloway
Lighting Assistant: Michael Farra
Gaffer: Mary Kalecinska
Spark: Dylan Schultz-Soo
Spark: Maxence Ewers
Production Designer: Gabrielle Sellen
Assistant Art Director: Tilda Bonham Carter
Props Master: Nick Owen
Props: Tom Jacobs
Props: Letty McLaren
Stylist: Poppy Bell
Stylist Assistant: Alisha Shepherd
Wardrobe Runner: Murray Murray
HMU Artist: Serena Grace
HMU Assistant: Lily Simmonds
Medic: Adam Reed
Camera Van: Miles Alltoft
Minibus: Rob Campbell
Minibus: Donovan Evans
Catering: Lords Catering
Executive Director Brand, Marketing, Fundraising: Tamsin Baxter
Head of Brand, Marketing and Audience: Kirsten Armstrong
Head of Individual Giving and Supporter Experience: Natalie Dendy
Creative Lead: Ray Dunlop
Individual Giving Lead (Acquisition): Carrie Petitt
Individual Giving Lead (Development): Errin Kiernan
Individual Giving Manager (Acquisition): Hannah Goodwin
Individual Giving Executive (Acquisition): Faye Anderson
Individual Giving Executive (Acquisition): Juliana Van Well Dias
AGENCY - Don't Panic
Founder - Joe Wade
Client and Commercial Partner - Jane Marshall
Head of Strategy - Michelle Dennis
Creative Directors - Georgia Stephenson & George McCallum
Executive Producer - Chloe Shaw
Senior Account Directors - Rheia Pannu & Alex Tilley
Senior Producer - Malika Patel
Senior Account Manager - Maja Kozlowski
Creatives - Alex Kosterman, Ada Rose, Jake Moss, Katie Richardson & Polly Jones
Designer - Francesca Levi Morenos & Casey NG
PRODUCTION - Outsider
Director: Chris Fowles
Producer: Harry Starkey-Midha
Production Manager: Daisy Heathwood
Production Assistant: Tom Breheny
Location Manager: Jamie Jamieson
Location Manager: Alex Collett
1st AD: Laura Carrion Del Pozo
2nd AD: Morgan Rose Woods
2nd AD (Stills): Brodie McBride
Runner: Callum Fletcher
DOP: Henry Gill
Focus Puller: Adam Fox
Clapper Loader: James Tilyard
Camera Trainee: Zenith Ibarra
Playback Op: Sylvester Weekes
Sound Recordist: Nigel Albermaniche
Stills Photographer: Myles Bailey
Digi OP: Alex Galloway
Lighting Assistant: Michael Farra
Gaffer: Mary Kalecinska
Spark: Dylan Schultz-Soo
Spark: Maxence Ewers
Production Designer: Gabrielle Sellen
Assistant Art Director: Tilda Bonham Carter
Props Master: Nick Owen
Props: Tom Jacobs
Props: Letty McLaren
Stylist: Poppy Bell
Stylist Assistant: Alisha Shepherd
Wardrobe Runner: Murray Murray
HMU Artist: Serena Grace
HMU Assistant: Lily Simmonds
Medic: Adam Reed
Camera Van: Miles Alltoft
Minibus: Rob Campbell
Minibus: Donovan Evans
Catering: Lords Catering
