The Big Issue vendors have partnered with advertising agency M&C Saatchi to create a series of advertisements that visualise their unique retail business. Five designs were selected to be featured on billboards and in magazines across Britain.

The ads bring to attention the work of The Big Issue. The publication gives homeless people the opportunity to earn a legitimate income. For every issue sold at £2.50, the seller takes £1.25. Marketing and Communications Director Lara McCullagh said:

It’s a popular misconception that Big Issue vendors are the recipients of charity, when in fact each vendor is the proprietor of a small, local business. So it occurred to us they should be given the opportunity to market that business.

A number of vendors where invited into Saatchi’s offices to assist in the design and advertising copy to ensure their message is relayed. You can watch their story in the video below.