Publicis London and Depaul UK Launch Charity iPhone Application

iHobo, the World's First Live Action Charity App, Gives Users a Unique Insight Into the Issues the Homeless Face

LONDON, May 10, 2010 - Publicis London today launches an innovative iPhone application, iHobo,
to challenge perceptions surrounding homelessness. The app, the first ever to
feature interactive live action video footage, has been developed on behalf
of homelessness charity Depaul UK.

The free iHobo application downloads a virtual homeless person on to the
user's iPhone and effectively demonstrates in real time the complexity of
homelessness; lack of shelter, food and money, emotional distress, isolation,
drug use, crime and physical and mental abuse. It can be found by simply
searching for 'iHobo' in iTunes or via the link
itunes.apple.com/gb/app/ihobo/id364005732?mt=8.

The charity is looking to attract a new generation of young, affluent
donors to continue its work. Paul Marriot, CEO of Depaul UK, said: "Homeless
young people are often stereotyped and looked down upon. When they sleep
rough, they are highly vulnerable and face very real risks. But they are just
like any other young person and, with the right support, they can be back on
their feet and fulfil their undoubted potential.

"By creating this app we aim to dispel negative stereotypes of young
homeless people and raise awareness of the reasons that young people become
homeless and the emotions that they feel. We wanted to create an app that
would stand out and make people pay attention, and make people think about
how they can make a difference."

Over three days iHobo is the iPhone user's responsibility with every
decision made - such as offering food, money or emotional support - impacting
on his life. It uses Apple's most recent Push Notification technology to send
alerts to the user when iHobo needs help. Once the application cycle is
complete it makes the point that homeless people are in fact not hobos and
the user is invited to make a donation directly to Depaul UK. Depaul UK and
Publicis are keen to start a debate around youth homelessness, government
commitment, general awareness and the solutions to these problems.

By using a controversial and emotive name, they aim to encourage debate,
raise awareness and start a discussion on a broad level with those that have
not previously been aware of it. iHobo is not intended to be a negative
reflection on young homeless people. The application questions the labels
that are often placed upon homeless people and the misconceptions that people
have about homeless people, how they have found themselves in this situation
and the options available to them.

Tom Ewart and Adam Kean, joint executive creative directors, Publicis
London, said: "We wanted to reach that elusive generation of young, affluent
donors, who tend to exist in a world defined by their mobiles. It's been a
complicated process getting live interactive footage onto an app, but doing
something that's never been done before was never going to be easy."

The application seeks to raise awareness to the general public that there
is a real need to tackle the causes of homelessness and promote long term
support, rather than short term solutions. Organisations like Depaul UK not
only provide safe accommodation, but provide the skills, training,
counselling and support needed to ensure that young people can become
independent individuals that are able to fulfil their potential.

NOTES TO EDITORS:

To download the app click on
itunes.apple.com/gb/app/ihobo/id364005732?mt=8or search for 'iHobo' in
iTunes. To find out more about iHobo visit the dedicated microsite
www.ihobo.org

For more information please contact: Catherine Turner - catherine.turner at publicis.co.uk/, +44(0)20-7830-3476