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.

During the cold season, we want to attract more attention and invite everybody to donate. With these donations, the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and their charitable partners should be assured across the whole of Europe. We want people across Europe to look more closely instead of looking the other way.

Our idea: Who better than a homeless person to tell you about the cold weather?

The unusual format led to much reporting in the press, coverage on TV, blogs and social media all around the world.

So far 350 million media impressions were recorded with a media value of more than 7 M EUR. As well as receiving donations, direct results included job and housing offers resulting in further PR after a few days. “DAYS OF HOPE” has raised much greater awareness for the hardships faced by the homeless particularly during winter.

The campaign has strengthened the image and visibility of Diakonie Frankfurt in public as well as its associated aid agencies across Europe.

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.

In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. We want to raise awareness with an PR-focused campaign inviting people to donate. With these donations, the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and its European partners should be guaranteed across the whole of Europe.

Instead of using a representative or personality, we decided to make the homeless the spokespeople for their own issue.

We turned the standard weather forecast format into a PR platform with the view to replace typically polished professional

weather anchors with homeless people. They are, after all, the people most affected by sub-zero temperatures and extreme weather.

Our contacts within TV stations ensured that we had time-slots during the day with high visibility.

Through our network we managed to expand the campaign in many countries.

An international campaign for the homeless, “Days of Hope”, was born.