Problem: Being homeless can make you invisible.
Insight: Product packaging can deeply personalise a brand.
Solution: Create a soup brand made by homeless people, using some of the 270,000 tonnes of surplus food from the UK food and drink industry.
HomeAidSoup was one of the winning responses to Jolt's call to help homeless people help themselves.
Winning meant we got onto the Jolt scheme, that helps people from diverse backgrounds get into advertising.
Run by AK Creative, you can learn more about Jolt here: http://joltacademy.co.uk
We'd use the back of the cans to personalise the people making, and benefitting from the soup.
We'd look to work with sustainability and second-chance conscious chef Hugh Fearnley-Whittingstall.
To personalise the individuals, we would follow their development with a short series of Hugh's progress in helping establish the brand.
To establish the soup's credibility, we would aim to enter a national award like the Foodservice Quality Food Awards (Q Awards).
The Big Issue offers enterprise funding and advice for businesses working to help homeless people.