Marketing Innovation – Homeless Icemen Melt

Paris has been experiencing a heat wave which is particularly dangerous to the homeless. Last year, 406 homeless people died due to the heat, and that number is on the rise this year. “At winter’s end, a number of homeless shelters close in expectation of the hotter seasons, failing to realize that extended exposure to heat is as dangerous as any other element.” To shed light on this problem, BDDP & Fils, on behalf of the Abbée Pierre Foundation – whose mission is to draw attention and aid for the city’s homeless – set up ice sculptures of bearded men in front of the Louvre pyramid. As they melted, signs written on pieces of cardboard boxes in front of them read, “Beside him, a cardboard sign read:“L’été les SDF** meurent autant que l’hiver. AGISSONS.” (The homeless die as much in summer as in winter. ACT.)”

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s