A campaign by Saatchi & Saatchi Berlin has sparked a movement. ‘Days of Hope’ is raising the profile of homeless people in a number of European centres by enlisting TV stations to let homeless people read the weather. Viewers get a glimpse into what it is like to be homeless during Europe’s coldest months, and are invited to help eradicate the problem by making a donation.

I agree with Oliver Kapusta, ECD of Saatchi & Saatchi Berlin, who sums it up: “This idea is an excellent example of the power of creativity and of how the Saatchi & Saatchi family take an idea and makes it big across all borders.” As well as bringing much needed attention to the plight of homeless people, it shows the impact that a simple, powerful idea can have in driving awareness and change.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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