Agency for branding, advertising and design | evoq Zurich Cologne
Giving homeless people a voice
The campaign kicks off with a large-scale guerrilla action in the greater Zurich area. Chalk messages and cardboard signs will be placed at high-profile locations for a week. Messages such as "Please leave the bench free, so I can sleep here tonight. Erich, homeless" encourage passers-by to stop and read. The campaign is also quickly picked up by the media such as 20 Minuten. The question of the sender, however, remains unresolved for the time being.
The resolution follows two weeks later, coupled with concrete calls to action such as: "Help homeless people get on their feet. Donate now on swsieber.ch #schaffesdihei". The inclusion of the hashtag #schaffesdihei, which has been established over the last few years, proves successful: The newly created social wall on www.swsieber.ch fills up quickly.
The donation website is optimised for different uses and payment options. Numerous voices of former victims report how they found their way out of homelessness thanks to the charity's commitment. Interested users are directly invited to make a donation. The corresponding concept also comes from evoq.
A personally addressed mailing to potential donors serves as a prelude to the cross-media campaign. Handwritten notes on the envelopes or crumpled envelopes, which have obviously been through a lot, provide the personal touch and the desired attention in the daily flood of direct mail. In addition, advertisements, newspaper and magazine inserts as well as radio spots are placed. Werni, a former homeless person, reports daily for a week on Radio 1 about his years on the streets and all that happened to him.
