- 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.
- Days of Hope: the weather forecast with homeless people
At the first weather forecast on 21 of January the TV-host was Irina Grigorievna from Belorussia. She worked as a cleaner in Moscow, but after discharge 4 years ago, had to live on the street. After the weather forecast Irina Grigorievna's compatriot suggested to help her come back to Belorussia.
- On 22 of January the weather forecast told Anatoly from Ivanovo. In 1995 he lost his flat because of a shady transaction, and went to Moscow to find his cousin. Since then he had to live on the street. After the weather forecast the fellow-sufferer suggested him to live in his flat temporary. Anatoly is drawing his passport.
- On 23 of January Eduard told the weather forecast. He went to Moscow for work and rob of all documents and money. He couldn't find a job and that's why had to live on the street. Eduard said where homeless people take warm clothes and medicines.
- At the evening weather forecast on 24 of January was Valentina Fedorovna. She had to leave her flat in Tadzhikistan and move to Russia. More than 10 years ago she had arrived in Moscow from Belgorod where she lived for 10 years. All these time she has been trying to take the status of force immigrant from FMS.
- At the evening weather forecast Valeriy from Uzbekistan told about his life on the street. He works in Moscow but all earning money has to send to his family in Tashkent.
- Credits:Creative development: Saatchi&Saatchi BerlinCD John PallantSaatchi Russia:CD Stuart RobinsonAD Anna PushkarevaCW Tanya MoseevaPR Christina Vorobieva, Yana BrekotkinaCamera: Dmitry PanteleenkoTV RAIN:Producer: Olga PopkovaShow presenters: Maria Kireyeva, Nikita PopovninSpravedlivaya Pomosch Fund:Dr LizaLana ZhurkinaThank you.
- AWARDSCannes Lions:http://www.canneslions.com/work/2013/pr/entry.cfm?entryid=30659&award=3Promo & Activation Lions Silver LionPR Lion