Well, this is not a new campaign but in my opinion it should be repeated every year when it’s getting colder. Some estimates say that there are 300 000 homeless people in Poland. To raise the awareness of this fact and make other people realize how tough is winter for homeless the mannequins of homeless people appeared in several office buildings in Warsaw. Next to each mannequin there was a note: „I let myself to spend the night here since I was cold. The only address I have is www.bezdomni.pl„ („bezdomni” means „homeless” in Polish). Upon the consent of the buildings’ administrators, the mannequins were placed next to the lifts, in the corridors and in the reception area. The same day the homeless appeared in the offices, the employees working in the very same buildings received an e-mail with the bank account number to which contributions for Caritas (charity organization taking care of homeless people) could be made. After the event a 100% increase of donations was noted comparing to the previous year.
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Agency: DDB Warsaw, Poland
Polish Thursday – a section on especially for foreigners – on Thursdays I write in English about Polish advertising. In co-operation with Klub Twórców Reklamy (Association of Advertising Creators in Poland).