Saatchi & Saatchi have launched a new campaign to raise the profile of increasing levels of homelessness in major cities across Europe.
Called ‘Days of Hope’, the idea originates from Saatchi & Saatchi Berlin and focuses on the impact the cold January weather has on the many homeless people across the continent. Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather-readers. When presenting the weather, the homeless person will allow the audience to take a closer look at their daily lives. They will also appeal to viewers to donate a local homelessness charity.
The Saatchi & Saatchi network collaborated to make this happen across several countries. The office in each participating country partnered with a charity that helps those living on the streets and persuaded a TV station to take part in the campaign. Already launched in Romania and Russia, the campaign is being rolled out for Diakonie Frankfurt across Germany within the next few weeks. Switzerland will launch this week with Poland anticipated too. In Romania, the charity Samusocial is supported by Prima TV, in Russia, Spravedlivaya Pomosch is supported by TV Rain, in Serbia, Shelter is supported by TV Pvra, in Switzerland, SPS (Sozialwerke Pfarrer Sieber) is supported by TV Züri, in Poland, PCK (Polski Czerwony Krzyż) is supported by TVP INFO.
Oliver Kapusta, ECD of Saatchi & Saatchi Berlin, and creator of the idea said: “This idea is an excellent example of the power of creativity and of how the Saatchi & Saatchi family takes an idea and makes it big across all borders. Originally created as a radio spot in Germany, ‘Days of Hope’ now takes place during primetime in potentially 5 countries. Who else is capable of this?”
John Pallant, Saatchi & Saatchi Regional Creative Director EMEA said: “This is a very simple but surprising idea, which we are expecting to get a lot of attention, stimulate conversations around this important issue, and most important of all, increase donations”.
Launched in 2011, Saatchi & Saatchi Berlin employs 25 people and has thrived in Europe’s most creative city. They create campaigns for household names such as Volvo, AIDA, Pampers, AVIS and O2.
Saatchi & Saatchi have a history of award-winning social campaigns. Most notably, the Blood Relations project, which won 5 gold lions at Cannes 2012. It saw bereaved families from the Israeli/Palestinian conflict donate blood to be used to help people on the opposite side. The CoorDown Integration Day Campaign, which won 7 gold lions at Cannes 2012, helps to integrate people with Down’s Syndrome in society. The campaign saw well-known adverts in Italy re-made with actors with Down’s Syndrome.