Samusocial Promo, Case study HUMAN SHELTER by Leo Burnett Paris

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HUMAN SHELTER

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market France
Agency Leo Burnett Paris
Art Director Liviu Toader
Copywriter Cristiana Florea
Strategic Planner Adrian Mutescu
Released April 2013

Credits & Description

Advertiser: SAMUSOCIAL
Agency: LEO BURNETT & TARGET
Category: Best Use of Outdoor
Advertising campaign: HUMAN SHELTER
Strategic Planner: Adrian Mutescu (Leo Burnett & Target SA)
Media Director: Alexandra Iavorschi (Starcom MediaVest Group)
Account Manager: Alexandra Popescu (Leo Burnett & Target SA)
Copywriter: Cristiana Florea (Leo Burnett & Target SA)
Art Director: Liviu Toader (Leo Burnett & Target SA)
Planning Director: Victor Stroe (Leo Burnett & Target SA)
Account Director: Diana Alexa (Leo Burnett & Target SA)

Strategy
Our campaign’s main objective was to make the public aware about how much the homeless need our help.The problem is that we don’t like homeless people. They look bad and they smell awful. We see homeless people as hopeless people. The consequence of us looking away is that 300 homeless are dying of cold during the winter in the streets of Bucharest alone. So, during the harsh winter, we decided to create a campaign that will both directly help the homeless, and made the people really apprehend the need of their support.“Tell me and I'll forget, show me and I may remember, involve me and I'll understand” is an old saying that became an advertising principle. Therefore we created an Outdoor campaign that convinced the public to do a small step, in this way making them figuring out the critical need of their help.

Effectiveness
Tens of homeless had a warm shelter during the cold winter nights.The idea not only involved thousands of 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 where everybody applauded the initiative, starting a huge conversation about the desperate need for help of the homeless.

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.