Title	A PIGGY BANK FOR THE HOMELESS
Brand	BADT (BELANGENBEHARTIGING AMSTERDAMSE DAK- EN THUISLOZEN
Product/Service	FUNDRASING
Category	B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	JWT Amsterdam, THE NETHERLANDS
Advertising Agency	JWT Amsterdam, THE NETHERLANDS

Name	Company	Position
Bas Korsten	JWT Amsterdam	Executive Creative Director
Chris Sant	JWT Amsterdam	Creative Art
Dieuwer Bulthuis	JWT Amsterdam	Creative Copy
Robert Harrison	JWT Amsterdam	Creative Desktop Publisher
Kyoko Takeshita	JWT Amsterdam	Designer
Vera Korsten	JWT Amsterdam	Activation Director
Mariska Fransen	JWT Amsterdam	Screen Producer
Fleur De Vries	BADT	Volunteer
Wouter Abbestee	Taligence	Editing Company

The Brief

We love our city and are proud of our surroundings and didn't want to sit back and do nothing about this important problem/issue. With this project we wanted to bring more people face-to-face with the different faces of homelessness- the mothers, the families, the children. It’s a real life problem in the city and, for us, it’s important to shed light on this issue. Our aim was to enable people to look at it in a different way, identify with the situation and feel compelled to take action by donating to BADT.

Describe how the promotion developed from concept to implementation

The concept was simple: in order to get more homeless people off the streets we would put more homeless people on the streets. The execution: source mannequins, dress them in shabby, used clothes and install a roughly cut-out money slot on top of the head to resemble a piggy bank. The result is an a thought- provoking online film, shot on location in Amsterdam, with the mannequins in situ, similar to those of the homeless, with hand-written cardboard signs asking for donations to support BADT.

Describe the success of the promotion with both client and consumer including some quantifiable results

The idea reached further than the streets of Amsterdam. More than 250 websites posted in 144 countries with over 345,000 impressions. Among the top performing websites: The Huffington Post, Boing Boing, Fast Company, Flipboard, Trendhunter, Daily Buzz, Yahoo! And Rouge FM. In addition, the University of Oregon Philosophy department used the campaign for a case study.

Explain why the method of promotion was most relevant to the product or service

Since we were placing mannequins on the streets instead of actual homeless people, they stood out in such a way that people looked more than once and were compelled to stop and take notice. This is extraordinary because more of the time people ignore the homeless on the streets and don't want to take notice or engage because they see them as part the problem. In this particular case people actually stopped to read the homeless' signs and even donated money.