Saatchi & Saatchi is launching a new campaign to raise the profile of homeless people in major cities across Europe.
Called ‘Days of Hope’, the idea originated at Saatchi & Saatchi Berlin and focuses on the impact the cold winter weather has on homeless people in Europe. Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather readers. The homeless person invites the audience to take a closer look at their daily lives and makes a request for donations to the Days of Hope charity.
Here’s the Romanian version.
The campaign is already running in Romania and Russia and will be rolled out into Germany, Switzerland and Poland in the next few weeks. It was originally created as radio spot in Germany by Saatchi Berlin.
Saatchi has a history of high profile social campaigns. Its Blood Relations project helping bereaved families in Palestine and Israel won a number of gold lions at Cannes as did its CoorDown Integration Day campaign aiming at integrating people with Down’s Syndrome in society.