Since 2010, the number of homeless people in the U.K. has increased by 37%, the research from CHAIN (the Combined Homelessness and Information Network across London) shows. 73% of them have physical health problems, while over 80% suffer from mental disorders. Average life expectancy for a man living on the street is 47, for women it is 43—mainly because of absence of proper healthcare services for them among other reasons.

To address this problem in the U.K., the national charity for homeless St Mungo’s Broadway asks people to petition their local Health & Wellbeing Boards to sign the «Charter for Homeless Health» aimed to improve healthcare for homeless people.

Together with the brand activation agency Publicis Chemistry, the charity has launched an online campaign ‘Homeless Health Matters’ that features a 60-second film based on the true story of George, a former homeless. To focus the viewers’ attention on George’s health problems, the agency made him walk around with a drip through the day. The film was set to a soundtrack by the songwriter Ben Howard, and produced by production company Mustard.

152 Health and Wellbeing Boards in the U.K. have already signed up to the petition, while individuals can do it here.