Cannes Lions

HOMELESSNESS CHARITY

PUBLICIS CONSEIL, Paris / SAMUSOCIAL / 2010

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Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Banners, press inserts and stickers on the street invited people to www.being-homeless.com. On entering on the site, visitors are immediately immersed in the life of a homeless person. A clock on the screen tells you what time it is. Of course, interested or not, nobody lasts the full 24 hrs. When visitors want to leave, an error message appears: ‘sorry, it’s not that easy to escape the street’. The only way to escape is a click into the Samusocial logo. Then a text explains how the Samusocial helps homeless people escape the street. And it’s then possible to make a donation.

Outcome

At a time when the Samusocial were negotiating increased support from the government, the campaign resulted in:- a 50% increase in media attention across TV, newspapers and blogs- - an increase of 12% in donations and- more than 100,000 people visited the site during the first week of the campaign, 72% of visitors returned to the site.On top, the Samusocial were able to successfully negotiate an increase of 10% in government funding. The campaign is still running.

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2020, AMERICAN HEART ASSOCIATION

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