Saatchi & Saatchi Berlin launched ‘Days of Hope’ to increase awareness of the people who live on the streets in major cities across Europe.
Remember the uproar from Homeless Hotspots, a charitable initiative created by BBH with the good intentions of raising visibility among Austin’s homeless population. Greatly misunderstood, it gave a small income to those whose worked as moving Wi-Fi spots. Another campaign by Saatchi & Saatchi Berlin, dubbed ‘Days of Hope‘ recruits homeless people to present the weather on European television stations as a way to draw attention to the lives of those living on the street in January.
Instead of the usual on-air personalities, those participating discuss the weather through from their perspective – conveying the direct effects that cold and rain have on their lives. Each segment concludes with the guest weather anchor asking for donations for ‘Days of Hope.’ Already launched in Romania and Russia, the campaign is being rolled out for Diakonie Frankfurt across Germany within the next few weeks. Switzerland and Poland are expected to launch this week, too.
Homelessness is a social problem that deserves as much attention as possible, whether it’s from the efforts of an advertising agency or a non-profit. Watch the campaign clip below to see what ‘Days of Hope’ is really all about.