homeless objects for Red Cross

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Challenge.

In Hungary, an estimated 1% of the population is homeless. Most of them live in the largest city, Budapest. Despite their large number, or, rather ironically, because of it, people and media tend to oversee them. You can’t solve something, however, that you don’t’ even see as a problem.

Thus, our challenge was to show for passers-by that people living on the street is unacceptable – and to do it in a way that is hard to ignore.

Idea.

We use street objects to show the effects of living outside. Weary objects that, like homeless people, remain almost invisible for most of us. Objects we highlight by special frames to make them hard to ignore. Objects, that remind us to the problem and ask us to act. By supporting Red Cross, one of the biggest NGOs supporting homeless people in Hungary.

Execution.

We created highlighting frame-installations both in the centre and in the outskirts of Budapest. The photos of them went viral, thus, our message was delivered to an estimated 30% of the Hungarian population. With an estimated earned media worth 12,000 EUR, “homeless objects“ has become the most successful campaign in the history of the Hungarian Red Cross to date.