The cold temperatures in winter are life threatening for homeless people. However, there is no money for additional emergency shelters at Diakonie Frankfurt, our client and their charity partners across Europe.

Under the motto “DAYS OF HOPE” we transform the well-known TV format 'weather forecast' into a PR-focused platform for homeless people, during a few cold winter days.

Instead of presenters the homeless anchor the weather forecast by displaying the icy conditions followed by an emotional message with an activating charity appeal.

We managed to expand the campaign to 6 countries in cooperation with 6 national TV stations and 21 homeless people.

During and after releasing the campaign, newspapers, TV- and radio stations all over the world were reporting about the campaign and we garnered the kind of media coverage that would have cost 7 million EUR. The campaign was a main topic on blogs like mashable.com and social media channels on Facebook and Twitter for weeks. So far, over 350 million media impressions were recorded. With this rather unusual format we raised more awareness for homeless people in need than any initiative led by our clients before.

Under the slogan "DAYS OF HOPE“ for 1 week we turn the standard 'weather forecast' format into a PR-focused platform for homeless people. Instead of presenters, the homeless anchor the weather forecast by displaying the icy conditions followed by an emotive message with an appeal for donations.

The PR-campaign has been implemented across Europe in Germany, Poland, Switzerland, Russia, Romania and Serbia through national TV stations. And through social media its influence will be felt across the globe within the next few weeks.

As well as receiving donations, direct results included job and housing offers resulting in

further press interest a few days after the actual event. Up to 2 million viewers per day

watched the live weather broadcasts. With a media value of 7 Mio EUR the campaign has

raised much greater awareness for the hardships faced by the homeless particularly during

winter. The campaign brought more attention to the homeless and the associated charity

organisations across Europe with a global coverage, appearing in traditional and social media in

over 60 countries. So far 350 million media impressions were recorded.