A Footscray business leader wants people to think twice before they next scurry past a street magazine seller.

State Trustees chief executive Craig Dent donned The Big Issue’s trademark fluoro vest last Thursday morning, pedalling the magazine in McNab Avenue to commemorate the fourth annual International Vendor Week.

Mr Dent was one of more than 60 prominent business leaders and politicians who joined regular vendors on the streets in a national campaign to shine a spotlight on homelessness and disadvantage.

“I have done the [Vinnies] CEO Sleepout for the past five years, but this was a new initiative for me,” Mr Dent said.

“I gained an appreciation of what feeling invisible is like. I can only imagine what the vendors must feel like; it would be incredibly tough.”

Mr Dent said it does not take much time to show a little understanding of what a person experiencing homelessness may go through.

“This was all about The Big Issue. I’m happy to do anything I can do to support them.”

The Big Issue chief executive Steven Persson said the campaign aims to break down stereotypes about homelessness and poverty.

More than 10 million copies of The Big Issue have sold since 1996.

Vendors keep half the $7 cover charge from each sale.