Powerful AML campaign gives Hidden Help charity a voice


London-based creative agency, AML Group, has created a series of powerful press ads for Cornwall-based charity Hidden Help that provides recycled furniture and household items for people in need.

The three beautifully-crafted long copy ads, that will run in national and regional media including The Times, are designed to trigger an emotional response around something as mundane as furniture, crockery or bedding.

‘Think you’ve got a lot on your plate? At least you’ve got a plate’ states one of the ads, while another reads, ‘Try putting food on the table when you don’t even have a table’.

“People in need, be it those fleeing domestic violence, or refugees or the long term sick are often given a roof over their head but without any of the basics required to live and function”, said Hugo Bone, ECD, AML Group.

“Nothing to sleep on, nowhere to sleep, nothing to cook on”

“Hidden Help is a brilliant charity providing these essential items that most take for granted. Our job with this campaign is to make people sit up and take notice.”

The narrative-led pro bono campaign also features emotive imagery by the photographer Mike Evans – who also contributed his time pro-bono.

Set up by Judy Backus MBE and a small army of volunteers 15 years ago – Hidden Help now deals with more than 50 referrals a week and recently achieved charity status.