"This is weather broadcast on TV channel "Rain" and I - Veniamin. Now I am homeless. In such weather is very hard to seek lodging: they turn you out from railway station, in hostel for homeless people to get is very hard, in the porches of the residents are very aggressive - can pour boiling water or cold water..."
"Temperature -20 - it is deadly. You can bask in the metro, when you have money. It would be good if we can be allocating for the night warm metro station, as in war"- tells Sergei that has Shaliapin bass. He lives at the Kursky station, more precisely, on the steps or platforms. Although he arrived in Moscow, to sing in the Church.The weather forecast from the very weather-sensitive people - people without a place of residence can be seen on the TV channel «Rain» in this week. Instead of the usual anchorperson - real homeless people, who not only tell you the current forecast of the weather, but share recommendations for survival on the street in the cold time of the year.
This initiative aims to help homeless people and is realized in the framework of the international project by the creative Agency Saatchi&Saatchi. Called ‘Days of Hope', the idea originates from Saatchi & Saatchi Berlin and focuses on the impact the cold January weather has on the many homeless people in Europe. Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather-readers. When presenting the weather, the homeless person will allow the audience to take a closer look at their daily lives and make a request for donations to the charity.
The Saatchi & Saatchi network collaborated to make this happen across many countries. The office in each country partnered with a charity that helps those living on the streets and persuaded a TV station to take part in the campaign. Already launched in Romania this week, the campaign is being rolled out for Diakonie Frankfurt across Germany at the end of January. Russia and Switzerland launch from January 21st, with Poland, Serbia and Hungary anticipated too. In Romania, the charity Samusocial is supported by Prima TV, in Russia, Spravedlivaya Pomosch is supported by TV Rain, and in Switzerland, Swsieber is supported by TV Zuri.
Oliver Kapusta, ECD of Saatchi & Saatchi Berlin, and creator of the idea said: "This idea is an excellent example of the power of creativity. And of how the Saatchi & Saatchi family can take an idea and makes it big across all borders. Originally created as a radio spot in Germany, ‘Days of Hope' now takes place during primetime in potentially 7 countries on 14 days - awesome! Who else is capable of this?"
John Pallant, Saatchi
& Saatchi Regional Creative Director EMEA said: "This is a very
simple, but surprising idea, which we are expecting to get a lot of attention,
stimulate conversations around this important issue, and most important of all,