Cannes Lions

Place reserved for the homeless

VMLY&R PARIS / ARMÉE DU SALUT / 2019

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Overview

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Overview

Background

The Salvation Army Foundation is a non-profit organization fighting against every kind of poverty.

From March 31 in France, emergency shelters that have been opened by the government during the winter truce are closed, and thousands of homeless people are thrown out onto the street. So, the brief is to raise awareness about this sad reality, in order to continue the fight against poverty not only during winter.

Idea

We have symbolized the only Place Reserved for the Homeless at the end of the winter truce: the street. How? With signs that use the codes of places reserved for the disabled.

Strategy

The objective was to show the reality in the street and to raise a Public Outcry.

Reach as many people as possible using the public space. Reach out passers-by in the street, but also and especially, media. In order to reach the government, and of course get more help after winter.

Execution

We organized the campaign on 28th March, two days before the end of winter truce. We placed illegally our signs thanks to a clean tag company, during the night, in all areas of Paris where there are the most homeless people. And so that nobody misses our message, also in front of major national media companies.

Parisians discovered tags in the morning, but also our print in newspapers. While at the same time, a conference was organized in the street, with key Salvation Army people and also some homeless people.

Outcome

- More than 800M media impressions

- Six days after: the famous French artist Blanche Gardin was touched by the cause and refused her appointment to the Order of Arts and Literature in a letter to President Emmanuel Macron. She didn’t want to be honored by a government that won’t keep its promises to the homeless.

- Two weeks after: The United Nations warns France of its treatment of the homeless, judging it to be guilty of human rights violations.

- +39% donation compared to year -1

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Assembly Instructions

VMLY&R PARIS

Assembly Instructions

2019, ARMÉE DU SALUT

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