Laat daklozen niet doodvriezen


An Out Of Home campaign to help those without a home.


The results

We reached over 12.3 million people and generated nearly €500,000 in extra PR value in only one week.

The challenge

Made by volunteers, funded by donations and given away for free.

For those living on the streets in Holland, sleeping outdoors can be freezing, uncomfortable and even dangerous. That’s why Sheltersuit was created: a wind and water resistant jacket that doubles as a full body sleeping bag. As it is given away to the homeless for free, the initiative relies on donations. Therefore we needed to create a campaign that truly stops people in their tracks to think about this pressing issue.

The idea

A confronting message carried out by real homeless people.

We met with Sam and Mr. Potje, to shoot an image equally confronting as our key message 'Laat Daklozen Niet Doodvriezen' ('Don't let the homeless freeze to death'). The visual was tested for message effectiveness using state-of-the-art tracking methods and together with JCDecaux, Clear Channel and Exterion Media we placed posters all across Holland to raise the well-deserved recognition for this important cause.