In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have to sleep outside and run the risk of freezing to death. During the cold weather, we want to raise awareness with a promotional idea and, by confronting people with the problem directly, give them a strong motivation to donate. With these donations, the financing of emergency shelters, kitchens and a supply of clothes provided by our client Diakonie Frankfurt and its afilliated charities should be guaranteed across the whole of Europe.

The homeless anchor the weather forecast, displaying the icy conditions instead of the usual presenters allowing a face-to-face, emotional charity appeal. People where invited to donate online straight away. Within our agency-network, we managed to spread the idea across Europe.

Under the slogan “DAYS OF HOPE”, the promotional campaign has been implemented across Europe in Germany, Poland, Switzerland, Russia, Romania, Serbia and other countries through national TV stations. And through social media its influence has been felt across the globe.

The unusual format attracted significant attention from the press, coverage on TV, blogs and social media all around the world.

As well as receiving donations, direct results included job and housing offers resulting in

even greater exposure in the following week. Up to 2 million viewers per day watched the live

weather broadcasts. With a media value of 7 Mio EUR the campaign has raised much greater

awareness for the hardships faced by the homeless particularly during winter. The campaign

brought more attention to the homeless and the associated charity organisations across Europe with a global coverage, appearing in traditional and social media in over 60 countries. So

far 350 million media impressions were recorded.

With our promotional campaign we tried to use the established medium of TV in an innovative way, placing the plight of the homeless where coldness and snow get the most attention: in the weather forecast of the news. A campaign without costs but with a a huge media value. Perfect for our charity client Diakonie Frankfurt and its affiliated charities across Europe.