CARITAS KILL COLD

TitleCARITAS KILL COLD
BrandCARITAS
Product/ServiceSCARF
Category E03. Innovative Use of Social or Community
Entrant TRAKTOR WERBEAGENTUR Vienna, AUSTRIA
Idea Creation TRAKTOR WERBEAGENTUR Vienna, AUSTRIA
Media Placement TRAKTOR WERBEAGENTUR Vienna, AUSTRIA
Production TRAKTOR WERBEAGENTUR Vienna, AUSTRIA
Additional Company HOOD St. Veit, AUSTRIA
Credits
Name Company Position
Alexander Winsauer Traktor Werbeagentur GmbH Creative Director
Nicholas Wormus Traktor Werbeagentur GmbH Art Director
Katharina Luger Traktor Werbeagentur GmbH Client Service

Background

Homeless people sleep in the streets during winter, endangered to freeze to death. Young people are often out in the streets at night. Make them aware of the situation of homeless people. In Austria there is a phone number to call "Kältetelefon" when you see someone sleeping at low temperatures. We live in a world that becomes more and more superficial, what counts are likes, comments and self-portrayal. Especially in the hip world of Fashion bloggers, influencers and their followers. We wanted to infiltrate this scene with a social call to indicate that problem. Together with the fashion lable Hood, we designed a scarf with a bold message: kill cold, compleated with the phone number to call in emergencies of perishing by cold. The scarfs where given out to fashion bloggers and influencers, who didn’t hesitate to pose with the fashion accessory and rose awareness for this issue.

Describe the strategy

By using influencer as messanger, we targeted young austrians on Instagram. e wanted to infiltrate this scene with a social call to indicate a problem that normally isn't addressed there: the winter for the homeless. In Austria it can get cold, very cold. Those who don’t have a roof over their head run the risk to freeze to death. The Kältetelefon ( a number to call for help) of the Caritas has made it their mission to prevent this. We gave out the scarf to some influencer and fashion bloggers in a cold weave and they started to post about the problem. Media posts followed.

Describe the execution

The scarf was sold in a shop by Caritas at viennas busiest shopping street (Mariahilferstraße).

List the results

Hundretthousend of impressions, comments, positive feedback were the result of this discourse. Even national media like Women, Miss or the Standard reported about it and created even more range of influence. But not only this: the scarf turned into a demanded fashion item with requests from all over the world. Consequently the scarf remained in production and is sold at the Carits shop for a good cause and turnes carriers into live saving messengers.