The Big Issue “Cold”

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Agency
TBWA
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Original
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Words
315
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Year (Maybe)
2001

If cold, wet, hungry and scared is what thousands of kids run away to imagine what they run away from.
Tonight, kids will be wandering the Streets, amongst pissheads, pushers, pickpockets, never a policeman when you need one, prostitutes, perverts and pimps. They'll scavenge for food and beg for money. Then they'll try and find a doorway that someone hasn't pissed or puked in, where they can wait for the morning. And that's their idca of being sale. Safer than houses. Because their house is where they were sexually abused, and threatened with what would happen if they ever dared tell anyone about ‘their little secret.’ Or their house was where they were beaten, not smacked. Punched. Beaten the crap out of. They’re not stupid. They know that running away is no adventure. But they will never go home. One in three of them attempts suicide. Those that fail are in and out of care until they’re old enough to stay out. It's how a lot of young people end up living rough. The Big Issue Foundation knows that helping them isn’t merely about getting a roof over their heads. We also need to understand what’s going on in their heads. So what is it that can make someone who trusts almost no one trust us? We never push. And were not out to reach any targets. It anyone decides to sell The Big Issue it's because they need the cash, and The Big Issue is pretty much the only legal way they can earn it. When they collect the magazines, they become aware that the Big Issue Foundation offers support for drink and drug addictions, advice and training for jobs, and of course, help with accommodation. But there's no pressure on anyone to take it. If someone does want to change their life, then they have to do it themselves, but not by themselves.