Cannes Lions

HOMELESS AWARENESS CAMPAIGN

DDB WARSAW, Warsaw / CARITAS / 2007

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Film

Overview

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Credits

Overview

Description

Usually, a homeless person on a street interests nobody. A homeless person mannequin is lying down at a large corporation hall will catch the attention of employees.

Execution

On December 18, dummies of homeless people appeared in all the corporate buildings and offices of Warsaw. Each dummy had a note: “I decided to stay here for the night because I was cold. My only address is www.bezdomni.pl.” The dummies were placed in hallways, next to lifts and reception desks. On the same day, employees of companies where we put the dummies received e-mails with a bank account number to which they could make their donations. The account number was also featured at www.bezdomni.pl.

Outcome

After the campaign, donations rose by 100% as compared with the same period last year when no such actions were undertaken. Moreover, Caritas Polska offices were visited by people who offered other than financial types of help to the homeless.

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