Unpacking the harsh realities of homelessness.

Client CITYPAK x Samsonite

What We Did Video script writing

Sector Non-profit copywriting

Agency Map Strategic Communcations

Launch copy showing how CITYPAK’s backpack gives the practical support rough sleepers need – but also connects them with charities that make a more meaningful impact.

Non-profit CITYPAK, with its manufacturing partner Samsonite, is distributing 1,400 purpose-designed backpacks to people experiencing homelessness in London for its UK launch.

The bags offer security, shelter and a potential first step toward stability for rough sleepers. They’re designed with people who’ve experienced homelessness to give comfort, dignity and hope – and made to withstand the harsh realities of life on the streets.

As CITYPAK acknowledges, a bag can never solve the wider problems that lead to homelessness. What it can do is lead rough sleepers directly to CITYPAK’s charity partners.

That crucial first connection can – as we wrote for the campaign – ultimately help people towards a future beyond the streets. Towards a safer place to unpack.

Map Strategic Communications’s thoughtful and considered strategy perfectly captured these dynamics. The launch video formed the window display in Samsonite’s Oxford Street store. The concept was for a text-led video that would create impactful statements as it played to passing shoppers.

Lines from the script also became core taglines across website, media and PR channels.

A taste of what we wrote

A bag is never just a bag. Our lives go inside.

When you don’t have a place to call home, a bag becomes so much more.

With more people than ever sleeping rough in London, this bag creates shelter to keep belongings dry.

This bag gives security to hold on to what matters most.

This bag is an opportunity to make a connection. To spark conversation. To help people towards a future beyond the streets.

Towards a safer place to unpack.

A bag is never just a bag.

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