To help the homeless in Poland - "Homeless"

DDB&tribal Warsaw

DDB&tribal Warsaw Warszawa, Poland

Awards

4706

This ad is part of the ACT Responsible Collection

Brand: To help the homeless in Poland
Country: Poland

Advertiser: Caritas

Title	Homeless
Title (original language)	Bezdomni
Agency	DDB&tribal Warsaw
Campaign	Homeless awarness campigne - Caritas Polska
Advertiser	Caritas
Brand	To help the homeless in Poland
Posted	May 2007
Business Sector	Charities, Foundations, Volunteers
Story	Creative Execution (max 75 words) On December 18, dummies of homeless people appeared in all the corporate buildings and offices of Warsaw. Each dummy had a note: I decided to stay here for the night because I was cold. My only address is www.bezdomni.pl. The dummies were placed in hallways, next to lifts and reception desks. On the same day, employees of companies where we put the dummies received e-mails with a bank account number to which they could make their donations. The account number was also featured at www.bezdomni.pl.
Philosophy	Target Audience (max 75 words) We decided to reach employees in large Warsaw corporations as these are people who have a poor grasp of what is going on in the city streets. They usually travel around the city in their cars and do not use means of public transportation. That is why they have no idea how many people live on the streets. Besides, they can afford to support our campaign.
Problem	Communication goal (max 100 words) The aim of the campaign was to help the homeless in Poland. Caritas Polska estimates that in Poland, there are some 300,000 homeless. And winter is a particularly dangerous time for them. This is also a perfect time to remind those who could help the homeless of the existence of people who have no place to live. December, and in particular the Christmas time, is a special time which encourages people to help others.
Result	Effectiveness (max 50 words) After the campaign, donations rose by 100% as compared with the same period last year when no such actions were undertaken. Moreover, Caritas Polska offices were visited by people who offered other than financial types of help to the homeless.
Media Type	Print
Market	Poland
Copywriter	Filip Berendt
Production Company Producer	Jacek Dworznik
Music	Roman Keller
Creative Director	Marcin Mroszczak
Creative Director	Jacek Pawlak
Director of Photography (DOP)	Jens Prausnitz
Creative Director	Dariusz Szubiak
Copywriter	Maciej Waligora