RAM Vision helps Centrepoint cover Myles with meaning in mall events

RAM Vision has partnered with homeless charity Centrepoint to donate £1M of airtime across its screen network in UK Shopping malls. The campaign, titled Miles for Myles, will feature show-stopping new artist and charity patron Kristyna Myles busking to raise donations to support the charity’s mission of giving young homeless people a future.

Kristyna, who is no stranger to busking having won the Radio 5 Live Busker of the Year Award in 2005 and has recently signed with DECCA Universal, will be in Bluewater on the 14th July from 12 – 4pm. Kristyna will be performing throughout the day in the main Plaza next to Glow (the new events venue at Bluewater) where she’ll do a number of sets, alternating with the Guildhall area, with an on-stage performance as part of Bluewater’s Festival Chic fashion show – part of its Summer Style Live season, which features on-site DJs every Saturday in July. Big crowds are anticipated and there will be opportunities for visitors to show their support by donating to Centrepoint from the collectors on-site.

This performance, together with the screen support, will further her goal to raise a minimum of £250,000 in a campaign which will see her travel 10,000 miles to drive awareness of the Centrepoint charity and the need to end youth homelessness through housing and support.

Centrepoint is the UK’s leading charity for homeless young people, supporting 16-25 years olds with housing, learning, health and life skills.

Adrian Hopper, media operations director at RAM Vision explained: “This is a campaign which sees experiential activity meeting digital engagement and really shows how powerfully a message can be delivered when these two communication methods come together. “We are uniquely proud to offer a broadcasting platform to drive awareness to the UK shopping mall audience of the need to support Centrepoint and its mission to give the young and homeless a future. This can be used to broaden the reach of Centrepoint and Kristyna’s message from outside of just the performance area to the wider mall.”

The campaign was planned and created in-house by the RAM Vision’s creative department working closely with Kristyna, DECCA and Centrepoint. Throughout the campaign, the creative explains Kristyna’s mission, displays messages from Centrepoint and informs people how to donate.

Savvas Tombouloglou, head of digital innovation at RAM Vision said:   “This has been a unique campaign, which incorporates a live busking experience with a digital outdoor twist. By incorporating tactical messages updated throughout the day the domination campaign enables the audience to join the journey that Centrepoint and Kristyna are on to help homeless young people.”