The Big Issue and Specsavers partnership addressed a critical healthcare inequality: 57% of people experiencing homelessness report eyecare needs, yet 65% avoid seeking care.

Many can’t access NHS services due to eligibility barriers, directly impacting their ability to work and maintain independence. Partnering with Specsavers aligned perfectly with The Big Issue’s mission to provide “a hand up, not a handout.” Their audience deeply values social justice and practical solutions to poverty, making this partnership a natural fit for their trusted editorial voice to highlight systemic barriers while showcasing tangible solutions.

The team developed a multi-platform campaign, combining powerful vendor stories with practical healthcare solutions. Understanding that traditional charity messaging often struggles to maintain audience attention, they pioneered Project>10, an innovative content strategy that revolutionised how social impact stories are told.

The editorial team led platform-specific testing, discovering that Facebook audiences connected deeply with personal stories, while Instagram users engaged more with broader impact messaging. This insight drove the creative approach: capturing vendors in their daily lives rather than formal interviews, letting natural interactions shine through.

The partnership delivered comprehensive support, including free eye test and advanced OCT scans, prescription glasses and ear health checks, exclusive out-of-hours clinics in 44 stores, and sponsorship of iconic Big Issue red tabards.

The content strategy delivered exceptional results across channels:

• Print Advertorials: 1.4M readers
• Digital Content: 32,804 views (+9.3%)
• Social Engagement: 4.5M (+377%)
• Video Content: 13.1M views
• PR Coverage: 1.4M (+184%)

The campaign exceeded all objectives, delivering total reach of 28.4 million impressions (+173%). The flagship content achieved 15 second average viewing times – double industry standards. And survey data also showed a powerful impact:

• 96% found campaign message clear
• 87% reported more positive brand perception
• 71% intended to take action
• "Specsavers supports causes important to me" increased by 23%

Most importantly, The Big Issue established a sustainable model for healthcare access, while strengthening their position as a driving force for social change.

Vendor stories like Jack's, describing feeling "intensely vulnerable" without proper vision, resonated deeply with audiences while highlighting systemic barriers to healthcare access. The campaign demonstrates how digital publishing can combine authentic storytelling with practical solutions to create meaningful social impact.

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