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Repicturing Homeless

基本信息
行业: 专业与公共服务
媒体:网络
风格: Minimalism
说明cnen
Synopsis
People always see homeless people as poor, desperate, and beyond help. Most existing homeless campaigns simply keep re-affirming such stereotypical images, and ask people to donate out of sympathy, which only marginalized this community even more. Instead of following down the spiral of pity, this campaign is aimed to shift the negative public perceptions of the homeless, and make a real impact for this community, by putting homeless people’s hope and possibilities under the spotlight. At the same time, the project also has the purpose of raising funds for the homeless community in a meaningful way.
Strategy
Instead of another homeless campaign that only invokes pity, our project aimed to challenge the negative public perceptions of the homeless, by putting homeless people’s hope and possibilities under the spotlight. Stock photos are abundant with typical scenarios of common people, which we took advantage of, to help the public “repicture” the homeless as the same human beings as anyone of us. This way, people are more likely to treat the homeless the way they deserve, and offer help. Meanwhile, as a well-established online business, stock photography also makes a perfect constant fundraising tool. With the data insights about the most in-demand scenarios on Getty Images, we created a relevant photo collection that targets the users in their most common image searches, which contributes to more downloads and more donations to help house the homeless. With an apartment, they have a better chance for a job and a new life.
Outcome
All photo profits contribute to fiftyfifty’s Housing First project to purchase apartments for the homeless. With a house, they will have a better chance for a job and a new life. So far, the project has generated over € 50K donations in total for fiftyfifty. The number still keeps climbing, with stock photography as a constant fundraising tool over the long term. With 155 million reach, and € 1.4 million equivalent of earned media, we are driving a narrative of hope and possibilities for the homeless. The shift of public perceptions, and the change in the way people talk about the homeless, are evidently reflected in media coverage and people’s online discussion about this project. All in all, this project contributes to help the homeless off the street and out of extreme poverty, by helping them to get a house, as well as more respect and acceptance into the society.
Execution
We shot the most requested motifs with our homeless models, and integrated the photos into the Getty Images database. These photos are purchasable for people worldwide on gettyimages.com and istockphoto.com. Meanwhile, a microsite was launched, as a categorized portal of all images, and a project hub that leads people to explore the initiative. While Getty Images began to promote our photo collection in their newsletter to the user community every month, we are promoting our message together with the powerful photos through various mediums: online films, social media posts across all platforms, a print campaign on fiftyfifty, a TVC on n-tv, films in cinemas across Düsseldorf, plus an exhibition in the biggest church of Düsseldorf at the town center. The project started out as an initiative in Germany, but with more and more photographers and homeless NGOs worldwide joining us, it has already turned into a global movement.
CampaignDescription
Getty Images partnered with fiftyfifty (a street magazine sold by homeless people), and worked with their homeless vendors as models for classic stock photography. We filtered out the most in-demand motifs on Getty Images, and portrayed the homeless as common people in these different life and work situations. This way, we showed the possibilities of homeless people, and helped people to see the homeless as who they really are –– the same human beings as anyone of us. The photos were uploaded to Getty Images and iStock. All profits from the downloads go directly to fiftyfifty to help house the homeless. More photographers worldwide are encouraged to join us and create their own stock photo collection with their local homeless, which will also be integrated into the Getty Images database and generate revenue for partnered local homeless NGOs. Just like this, the project has turned into a global movement.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 品牌体验与激活
Corporate Social Responsibility (CSR) / Corporate Image
戛纳国际创意节 2019
入围 品牌体验与激活
Use of Website / Microsites
戛纳国际创意节 2019
入围 品牌体验与激活
Sponsorship & Brand Partnership
D&AD 2019
木铅笔 公关活动
Creative B2B Campaign
D&AD 2019
入围 媒介应用
Use of Collaboration
The One Show 2019
铜铅笔 公关
Reputation Management
戛纳国际创意节 2018
入围 直效
Sectors > Retail
戛纳国际创意节 2018
入围 公关活动
Sectors > Retail
戛纳国际创意节 2018
入围 公关活动
Websites & Microsites
戛纳国际创意节 2018
入围 公关活动
Corporate Image, Communication & Reputation Management
戛纳国际创意节 2018
入围 可持续发展目标
People > Poverty
克里奥奖 2018
银奖 公关
Cause Related
克里奥奖 2018
银奖 公关
Corporate Image
克里奥奖 2018
铜奖 数字/移动
Microsite
克里奥奖 2018
铜奖 合作
克里奥奖 2018
入围 直效
Digital/Mobile
戛纳国际创意节 2017
入围 可持续发展目标
Partnerships for the Goals
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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