Hard Times was a photography exhibition displayed during September 2011 in Birmingham that was commissioned by The Big Issue Foundation to mark twenty years of its work supporting homeless people.
The award-winning exhibition by Paul Wenham-Clarke depicted Big Issue vendors in their 'homes' - be they squats, hostels or nothing more than the street.
- Rewired was tasked with generating press coverage which would raise public awareness of the exhibition and of The Big Issue Foundation's work, aims and objectives.
- Rewired conducted the campaign for The Big Issue Foundation on a pro bono basis as part of its charitable and corporate responsibility programme.
Rewired aimed to secure regional coverage for the event. As a one-off exhibition, Rewired conducted a targeted campaign towards relevant press.
Rewired arranged for Birmingham mayoral candidate Sion Simon to go undercover as a Big Issue vendor for a day, which was attended by a local press photographer and highlighted to Mr Simon the difficulties faced by Birmingham's homeless and vulnerable people ahead of his candidacy campaign.
Coverage was secured on regional television and radio, including a ten minute interview on BBC WM.
Further coverage was secured on regional news websites and trade publication websites, and in regional print media, including a half-page feature in the Birmingham Mail.