The unusual format attracted a lot of attention from the press, coverage on TV, blogs and

social media with a global coverage, appearing in traditional and social media in over 60

countries. Up to 2 million viewers per day watched the live weather broadcasts. So far 350

million media impressions have been recorded. As well as receiving donations, direct results

included job and housing offers resulting in further PR after a few days. 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.

For a few days the weather forecast on TV and radio becomes a personalised report from

local homeless. Instead of presenters the homeless anchor the weather forecast followed by

an emotive message with an impactful charity appeal. By doing this, by presenting the

weather forecast in this arresting and innovative way, we are able to convey the dangers of

the cold more effectively. Within our agency-network, we managed to spread the idea

europewide.

Under the slogan “DAYS OF HOPE”, the campaign has been implemented across Europe in

Germany, Poland, Switzerland, Russia, Romania and Serbia through national TV stations.

And through social media its influence has been felt across the globe. The unusual format

drew a lot of interest from the press, coverage on TV, blogs and social media all around the

world.

In winter, emergency shelters are overcrowded across Europe. Lots of homeless people have

to sleep outside and run the risk of freezing to death. But no one really cares. 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 afilliated charities 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? That’s why

homeless people call attention to their critical situation themselves by anchoring the weather

forecast on TV, reporting on the icy conditions instead of the usual presenters.