In the last 10 years, the number of homeless people who have died of cold death has increased by 500%. Even if we believe that climate change will bring us warmer winters, the reality is different. Along with warmer periods, the number of days and nights with hard frost is unfortunately also increasing.

"fiftyfifty" - a non-profit homeless charity - wants to draw attention to this problem and show people how dangerous winter is for homeless people. We developed a campaign that showed the shameful social coldness that prevails in Germany by making people aware of how dangerous winter is for the homeless. In this way, we got people to rethink how they treat the homeless. Because every death from frostbite is unacceptable for our society.

We used a thermal imaging camera and photographed local homeless people in their environment in the streets of Duesseldorf (Germany) - in wintertime, of course. The results are haunting snapshots. They show the body temperature of homeless people in contrast to passers-by. In conjunction with the text, the contrast was further emphasized. In addition, we rolled out the campaign during a freezing period. All of this gave the recipient a haunting sense of the life-threatening problems homeless people face in freezing cold.

Print ads, large format posters, an impressive mural and a cinema spot have been executed in Northrhine Westphalia, Germany.

No film or photography set, no actors, no perfect light: the motifs were shot authentically. In the natural environment of the homeless. A small team went out with a thermal imaging camera and accompanied the homeless. "fiftyfifty" is a non-profit homeless charity. Their main goal is to overcome homelessness and give homeless people a safe and affordable place to live. But fiftyfifty does not achieve this alone. It needs society and politics. Through the "Winter in Germany" campaign, we are bringing the fate of the homeless to people's attention and thus calling for support. Because especially in a country as rich as Germany, homelessness as the most extreme form of poverty is unacceptable.