Cannes Lions
LEO BURNETT & TARGET, Bucharest / SAMUSOCIAL / 2013
Overview
Entries
Credits
Execution
As bus stations represent the main places where homeless sleep during the night, we transformed a bus shelter into a heated human shelter powered up by people’s own warmth.
During the day, people were asked to donate some of their warmth by keeping the hand on billboard for a few seconds. In return the bus shelter got heated during the night.
By taking this small step people were finding out about the homeless critical situation, and the fact that 300 of them are dying each year due to our lack of sustenance.
Outcome
Tens of homeless had a warm shelter during the cold winter nights.
The idea not only got massively involved thousands of the passersby, but also the national televisions.
In this way we leverage the problem at national level. The Human Shelter was presented during main news in ample reportages about the homeless situation in Bucharest, making literally millions of people aware of this critical problem. The discussions continued on social media were everybody applauded the initiative, starting a huge conversation about the desperate need for help of the homeless.
Similar Campaigns
12 items