Insurance chief’s ‘Little Issue’

Oct 5 2010 by Greg Christison, Perthshire Advertiser Tuesday

A FORWARD-THINKING Perth boss has this week seen his novel idea to raise awareness of homeless children become a reality.

Gary Smith, head of information technology at the Fair City’s Aviva branch, thought-up a small-scale publicity campaign entitled ‘The Little Issue’ to promote a ‘sleep out’ by employees earlier this year.

However, the 43-year-old’s suggestion to produce and distribute a handful of leaflets internally has mushroomed into a massive effort with 100,000 copies of the 16-page magazine being released across the UK.

Mr Smith explained yesterday: “Earlier this year members of our staff around the UK slept outside for a night and we wanted to publicise the idea.

“We were racking our brains trying to think how we could do it, and I suggested we could send a leaflet around the offices and call it ‘The Little Issue’.

“I briefly mentioned it whilst speaking to one of the marketing guys and thought nothing else of it.

“Three months later I got a phone call to tell me that the business had taken on my idea and were going to distribute 100,000 copies – it was very pleasing.”

Aviva, who have jointly produced and commissioned the publication along with the charity Railway Children, decided to take the idea further and approached The Big Issue about creating a full-scale magazine designed to inform people about the issue.

The Big Issue are distributing 50,000 issues with the remaining copies being given out to company staff, customers and business partners.

The father-of-two, of King Street, Perth, added: “It was just an idea to promote the Sleep Out but it’s brilliant to see what an impact it’s made – The Big Issue really embraced the idea and hopefully people all over the country will read all about what we’re trying to do to tackle this issue.

“It may be called The Little Issue but with a bit of luck it will make a big difference.

“I’m glad I mentioned it, if not, it would have never materialised. I suppose a small acorn has progressed to grow into an enormous oak.”

Big Issue founder and editor-in-chief John Bird said: “I know how it feels to be a kid on the streets – it’s terrifying – so I’m pleased we’ve been given the opportunity to focus on this highly vulnerable group.

“We hope that through reading The Little Issue people learn more about the issue and inspired to do something to help.”

The Sleep Out in May was designed to highlight Aviva’s Street to School programme which aims to raise awareness and support for children living on UK streets.