A piggy bank for the homeless

Agency Network: 
June 2014


Inspired by recent articles in Dutch newspapers illustrating the growing issue of homelessness in the city, over 15,000 and counting, a wider conversation opened up within the agency that presented the question ‘What can we do to help?’ Immediately, ‘A Piggy Bank For the Homeless’, an awareness and fundraising campaign designed to help tackle the homeless issue head-on, was born. 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. The entire project took less than a week to make and came in at under €100. The mannequins were sourced for free, other colleagues at JWT Amsterdam donated clothing.

Ambient advertisement created by JWT, Netherlands for BADT, within the category: Public Interest, NGO.

Advertising Agency: JWT, Amsterdam, The Netherlands
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sacrilegend's picture

Actually, rather clever. As sad as it is, giving to the homeless can often be difficult and awkward. You're also not able to take pictures and share with your friends the experience of giving when it concerns a living person.

This erases both of those issues. I would most definitely donate a few dollars.

Activity Score 3394
kleenex's picture

Love it.

Activity Score 58669
Web Designer/Developer
Taban Hasan's picture

amazingly put forth!

Taban Hasan
Marcao's picture

I'd be really skeptical about this. For all I know, the mannequin could have been placed there by some dodgy people.

Activity Score 3029
Copywriter at DDB Group Asia Pacific
Truida Prekel's picture

A very creative idea, as long as it is well managed and supervised, so that the "new-homeless" don't get highjacked or robbed. Also gives people opportunity to give, without the risk that the money is used to support the habits that keep most of the homeless on the streets.

Truida Prekel
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