The Abbé Pierre Foundation is a French association created in 1992 that fights to allow destitute people to have access to decent housing and a dignified life.

The Foundation’s mission, which is recognized as a public utility in France, has never been as crucial and complex as today: how can one raise awareness and arouse the generosity of the general public about homelessness when everything is pushing people to turn inward and fear the future?

This brief came in the middle of winter when the Foundation's efforts had to be redoubled given the social emergency to prevent most destitute people from freezing to death on the streets. This is why this organization needs to boost its visibility to increase donations in order to fight the scourge of poverty, and December is the month when people are most in demand but also most likely to give.

By financially supporting the major actors in the fight against homelessness, we can give ourselves a chance to reverse the trend. So, we decided to launch a campaign under the prism of positivity, encouraging rather than dramatizing or moralizing.

This is how the film "Le Sourire" (The Smile) was born, with its emphasis on hope.

Directed by a committed director, this human story is carried by the iconic French song "C'est beau la Vie" (Life is beautiful) performed by Isabelle Aubret. The song plays the role of the film's voice-over, bringing hope and allowing us to witness a rebirth.

In France, where nearly 300,000 people are homeless, it’s now more important than ever to remember that housing is the first step to rebuilding a life, a daily routine... Against the current morose and pessimistic discourse, this positive awareness campaign holds a discourse of fraternity, like an ode to the power of the human being to constantly be reborn. The signature "There is life after homelessness" illustrates the purpose of the Abbé Pierre Foundation's fight and reminds us how crucial it is to be positive in our daily lives, to believe in the future and how much brotherhood can be a determining asset.

The film "Le Sourire" (The Smile) was broadcasted digitally and on all French TV channels since November 15th. The media plan was intensified (thanks to free slots offered by the major French television channels) after the end of the year celebrations in order to attract the attention of many donors who wanted to avoid paying taxes. The strategy was totally successful, since, thanks to the generosity of many contributors, this year was a record year for donations.

This campaign, which was unveiled on November 15th, 2021, was a real success on all counts. The objective of 20% was reached and largely exceeded since the Foundation collected more than 40% of its annual donations in December alone.

Over the same period, the organization increased its donations by more than 5% with more than 200 000 donors which was already exceptional in view of the unprecedented circumstances that had led many French people to donate.

This positive result is a first ever since the organization was created.