DAYS OF HOPE for Europe’s Homeless

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November 22, 2014 by Liat

Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather-readers.

Delivered by: Anna Shevetovska and Chiara Baccanelli


Saatchi & Saatchi Firm

Launched in Berlin, Germany in January 2013. Within a few weeks it was spread across Germany, and also Switzerland, Hungary, Poland, Serbia, Romania and Russia

The Product

A new campaign to raise the awareness profile of increasing of homelessness in major cities across Europe.


ABOUT the DESIGN Process

Real men and women are invited from the streets to read the weather forecast and share their life experience. After their presentation, they can ask the audience to make donations to local charities.

“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?” Kathrin Schaller, Christopher Jones and Oliver Kapusta, ECD of Saatchi & Saatchi Berlin

“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.” John Pallant, Saatchi & Saatchi Regional Creative Director EMEA


Primarily, because of its originality; that the campaign integrates real people who live on the streets and demonstrate their reality. We like that the campaign provides first-hand information, not an embellished story. The audience are faced with the protagonists themselves, and it evokes compassion in their hearts. Also, it shows that even in affluent countries in Europe there are people who are struggling and require help and attention.


Critical aspects

The aim of this project is directed more to raise awareness, but it doesn’t describe how exactly the homeless people are going to get the donations or in which form (e.g. a new commune house, food, clothes, etc.)




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This course is held at NABA: Nuova Accademia di belle arti by Chiara Gambarana and Liat Rogel

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