Powerful campaign urges support for homelessness charity this Christmas

SIFA Fireside, the Birmingham support service for people experiencing or at risk of homelessness, has once again teamed up with One Black Bear, the city’s leading independent creative agency, to shine a light on those rough sleeping across the city this Christmas.

The striking creative sees Birmingham’s pavements transformed into beautifully wrapped presents with a simple, heartfelt message - ‘Gift someone a path off the streets’.

Founded in the 1980s, SIFA Fireside has long been dedicated to supporting adults experiencing, or at risk of, homelessness in Birmingham. From warm meals and clean clothes to hot showers, health services, housing advice, and financial guidance, they provide so much more than temporary relief. They help people take meaningful steps towards a brighter, more stable future. And every donation makes a huge difference.

Melissa Roche, Head of Fundraising, Volunteering and Communications at SIFA Fireside comments: “Raising funds is of vital importance to us so that we can keep our Support Centre open and accessible to those that need it most but this is about education too. Having a temporary roof over your head doesn’t mean that you no longer need support and it’s up to us to stand by individuals while they rebuild their lives in safety and with dignity.”

Melissa continued; “We hope this compelling new pro-bono campaign that One Black Bear has created for us will encourage people to give the gift of hope by making a donation to support our essential work.”

Jon Harrison, Co-founder and Creative Partner at One Black Bear, added: “Homelessness is an issue that Birmingham deals with better than most other European cities thanks to the tireless efforts of local charities, such as SIFA Fireside. A subject close to the agency’s heart, we’re once again humbled to have been given the opportunity to lend our creative knowledge to such a worthwhile cause.”

OOH advertising space has been generously gifted by leading media owner, Ocean Outdoor, to help deliver this vital message to as many people as possible.

To make a difference to the lives of people experiencing rough sleeping this Christmas, the public is encouraged to support the campaign by donating at sifafireside.co.uk.