Cannes Lions

HOMELESS POSTCARDS

THE CYRANOS McCANN, Barcelona / ARRELS FUNDACIÓ / 2015

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Overview

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Credits

OVERVIEW

Description

Every Christmas many homeless feel the nostalgia of the old times, when they used to gather with family and friends, go back home and make everyone happy.

Today, those who live in the street feel that Christmas is no longer for them. They feel it is just a big and depressive lie that everyone seems to follow but them.

Execution

Instead of using high end designs for those postcards, we used cardboard and real homeless handwriting and honest messages as a tangible object that could be bought and sent to others.

For this we worked with homeless linked to Arrels and made encouraging workshops to create postcards that would touch other people. The mix of generosity, creativity and honesty resulted in beautifully crafted postcards.

Members and volunteers of the organization, walked the streets of the city promoting the postcards, entering in partnerships with local stores and news stands.

With the postcard the postcards to make two people happy was spread to reach as many people as possible.

Outcome

More than 3000 postcards where distributed and send making thousands of people happy.

With a cost of 3€ per postcard, the organization raised more than 12.000€ given that certain people made additional and spontaneous donations to Arrels. The affiliation to the organization grew in a 3% and 221 homeless had a warm dinner and place to sleep that Christmas.

It's estimated that since then, 29 homeless left the streets, participating regularly in Arrel's updated programs. In fact, new creative workshops were recently incorporated to the organization schemes based on the great and therapeutic impact that crafting the postcards for this campaign had in many homeless.

At the same time, homeless hand-writing can be used not only to make Christmas postcards but for commercial purposes via the site http://www.homelessfonts.org/

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2019, ARRELS FUNDACIÓ

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