We took advantage of the use of cinema. Instead of the usual and expected cinema screen ad we used the air conditioning in the cinema to our advantage and to make our point. By turning the temperature down from its initial 26 degrees Celsius to 0 degrees Celsius we made the cinema screening room very cold before patrons entered to watch the movie. In this way, our plea for blankets for the homeless was not only seen when the message came up on screen, but literally experienced by the audience.

Our message was conveyed in original, simple and unusual manner. Because people had experienced the reality of what it’s like to be homeless, they were forthcoming with help and assistance. Salvation Army bins were placed in the cinema lobby for donations for blankets and looking at how many were collected over the ensuing weeks we could be sure that the plea for blankets for the homeless was fully understood.