A crisis on our doorstep

10.10.2025

Today is World Homeless Day, and we’re using our work to highlight an issue that’s impossible to ignore – homelessness on London’s streets. Last year, 13,231 people slept rough in the capital, the highest number ever recorded. Thousands more are on the edge. It’s not happening somewhere else – it’s happening right here, on our doorstep.

Our campaign, Home Street Home, twists the familiar phrase into something harder to look away from. We replaced the warmth of a ‘Welcome’ mat with the reality of cardboard – the same material so many people rely on for shelter.

Each piece was screen printed by hand onto cardboard collected from the streets, creating makeshift ‘Welcome’ mats that were then photographed where people are sleeping rough. The concept, design, printing and photography were all created by our designer Jemima, who took the idea from sketch to street – a hands-on process that mirrors the raw, uncomfortable truth at the heart of the campaign.

At Blast, we believe design has the power to challenge and change. ‘Home Street Home’ reflects our ongoing commitment to use creativity for good – to make people stop, think and, hopefully, act. The campaign was created in support of Hackney Night Shelter, who provide warmth, safety and hope for people experiencing homelessness.

Support their work by donating here