A new campaign, entitled ‘Days of Hope’, has been launched across Europe, aiming to raise the profile of increasing homelessness in major cities.
The idea came from Saatchi & Saatchi Berlin and focuses on the impact the cold January weather has on the many homeless people in Europe.
Real people living on the streets have been invited to a TV studio to present the weather in place of the regular weather-readers, allowing the audience to take a closer look at the reality of their daily lives and make donations to the charity.
A Saatchi & Saatchi office in each participating country partnered with a charity that helps those living on the streets and persuaded a TV station to take part in the campaign.
So far Romania and Russia have been involved in the campaign, which is set to be rolled out for Diakonie Frankfurt across Germany within the next few weeks.
Switzerland will also launch this week with Poland expected to become involved too.
Oliver Kapusta, ECD of Saatchi & Saatchi Berlin, and creator of the idea said: "This idea is an excellent example of the power of creativity and of how the Saatchi & Saatchi family take an idea and makes it big across all borders. Originally created as a radio spot in Germany, ‘Days of Hope' now takes place during primetime in potentially 5 countries. Who else is capable of this?"
John Pallant, Saatchi & Saatchi regional creative director EMEA, also added: "This is a very simple, but surprising idea, which we are expecting to get a lot of attention, stimulate conversations around this important issue, and most important of all, increase donations."