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 create attention by triggering a direct dialog whilst appealing for donations as a direct response. We want to attract more attention and invite everybody to donate online. With these donations, the financing of emergency shelters, kitchens and a supply of clothes for our client Diakonie Frankfurt and its partnered charities should be assured across the whole of Europe.

Through new media we create a dialogue between the homeless and the viewers. By doing this, we use the standard “weather forecast” format and implement it in a surprising and unheard-of way. We use the established medium of TV innovative, placing the plight of the homeless where coldness and snow get the most attention: in the weather forecast of the news. A campaign without any costs but with a a huge media value more than 7m EUR. Perfect for our charity client Diakonie Frankfurt and its affiliated charities across Europe.

The homeless anchor the weather forecast, displaying the icy conditions instead of the usual presenters allowing for a face-to-face, emotional charity appeal. By utilising 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, Serbia and other countries through national TV stations. And through social media its influence has been felt across the globe.

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 and a media value of 7m EUR.

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

further press interest a few days after the actual event. 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.