Real vendors’ real stories in real time: Big Issue launches groundbreaking new “one take” Christmas ad

Wednesday 12 November: Big Issue has entered the festive season with a groundbreaking new Christmas ad, filmed with real vendors telling their real stories in real time – all in one take.

The ad, titled Issues We Face, sees three Big Issue vendors share the real and relatable life circumstances that led them to sell the magazine, as crowds of oblivious passersby go about their days around them.

Shot in real time in amongst the busy Oxford Street crowds, the ad is a visual reminder of how difficult a Big Issue vendor’s job is.

It ends with a voiceover from Big Issue ambassador Christopher Eccleston urging the public to stop and talk to Big Issue vendors as well as support them, if you can.

The advert debuts alongside new research from the leading anti-poverty social enterprise showing vendors are bearing the brunt of the general decline in casual social connection with strangers being seen across the UK.

Research by the global insights agency Kokoro showed that most Brits tend to feel that societal connection is decreasing – with 63% of respondents believing that people don’t interact positively with strangers as much as they used to.

A nationwide observation of Big Issue vendors conducted alongside Kokoro’s survey showed that 54% of approaches by vendors to passersby are being completely ignored, with vendors reporting that being increasingly snubbed is impacting both their earnings and their mental wellbeing.

Big Issue is encouraging the public to “stop, talk, and support” this Christmas – encouraging people to acknowledge and engage with its vendors, who face the tough task of selling the magazine through the cold winter months, even if they’re unable to buy a copy.

Jack Humphreys, Acting Marketing Director at Big Issue, said: “This film shows how easy it can be to fall on hard times and reminds us of the importance of human connection, especially at Christmas. Our vendors show up every day, often in cold and wet conditions, to earn an income with honesty, energy and resilience. We’re incredibly grateful to them for sharing their stories so openly in this film.

“We also want to thank our partners for giving their time and creativity so generously, helping us bring this project to life on a tight budget. Their continued support is helping us raise awareness at the most vital time of year for the Big Issue.

“Please take the time to stop for a chat with your local vendor this Christmas, hear their story, and buy a copy of their magazine, it really can make a huge difference to their life.”

Big Issue vendor Tamara Putzu, who sells the Big Issue on Holloway Road in North London, and is one of three vendors who appears in the film, said: “I lost my job during COVID. That’s when my life started to fall apart. First my job, then my flat and even my relationship of twenty-two years. Big Issue helps me make a living and gives my life purpose.

“When people do stop that’s the best part of the job, talking and connecting – creating a community. It’s through those encounters I make a living.”

Big Issue vendors Michael Hall, who sells the Big Issue at Temple Meads Station in Bristol, and Dean Porter, whose pitch is in Bishopsgate, London, also share how they came to sell the magazine in the advert.

Issues We Face is directed by Dean G Moore. The production company is Great Guns. Media partners are Piqniq (TV and digital), Cream (cinema), December19 (out-of-home) and Ads On Air (clearance). You can watch the full film and its shorter cut on bigissue.com.

This Christmas, Big Issue is asking the nation to support Big Issue vendors by purchasing a magazine every week or buying a Vendor Support Kit online. For more information, visit www.bigissue.com/christmas.

NOTES TO EDITOR

About the survey

Global insights agency Kokoro surveyed 2,588 adults for Big Issue between 15^th – 30^th September 2025. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+). More information on that survey is available from the Big Issue press office.

Kokoro Subscription speaks to 2,000 people every week and follows 50 households in depth. With 5.5 years of data, it’s the UK’s largest, most comprehensive consumer insight study. Kokoro specialise in connecting the dots and uncovering stories others miss.

Further insights:

• 42% of people intending to vote Reform at the next election have no meaningful interactions with a stranger on the average week, compared to 30% of intended Labour voters and 40% of intended Tory voters
• 69% of Brits say we spend so much time on digital devices that we miss out on real human connection
• 57% say a quick chat, a smile or small talk can ‘change your day’ or lift your mood
  • This drops to less than half (48%) for under 25s, but rises to more than 60% for 65+ – again showing a real difference between age groups

About the observations

Big Issue Group conducted observations of its vendors in London, Birmingham, Newcastle-upon-Tyne and Bristol between 20^th – 31^st October 2025. A range of times, weather conditions and pitch footfall were selected for observation to create a representative picture of varying vendor experiences.

About the film

Issues We Face is available to watch on Big Issue’s social media channels, YouTube or on bigissue.com.

Director: Dean G Moore
Production Company: Great Guns
Founder & E.P: Laura Gregory
E.P / Producer: Tim Francis
Producer: Michael George
Director of Photography: Thomas English
Camera: Max Hodgett
1st AD: Jack Green
Sound Recordist: Grant Studart
Editing: Sara Faulkner @ Stitch
Grade: Harry Shelton @ Unit

Post Production: Unit
Post Producers: Phil McCluney & Tania De Sousa
Sound Design and Production: Pitch & Synch

Location: With thanks to The Crown Estate