A powerful new campaign by the Foundation for Housing for the Disadvantaged reveals the deadly dangers of homelessness through a raw film directed by Jodeb.
Foundation launches awareness campaign
The Foundation for Housing for the Disadvantaged, previously known as the Abbé Pierre Foundation, has started a new campaign with Rosa Paris to raise awareness about the risks homeless people face. The campaign emphasizes that homelessness itself is a serious threat, not just from cold, hunger, or violence.Campaign uses a powerful film
To communicate its message, the foundation partnered with Rosa Paris to create a raw and emotional film directed by Jodeb for LA/PAC. The film begins with the slow closing of a body bag containing a young woman, followed by personal flashbacks showing her life on the streets, dealing with injuries, hunger, and exhaustion.Campaign’s central message
The film’s narrative builds up to the tagline: "On the street, what kills is the street." This line underscores the idea that the environment of homelessness itself is dangerous and life-threatening, highlighting the systemic issues that contribute to the risks faced by homeless individuals.Campaign reaches multiple platforms
The campaign has been broadcast on television since November 2 and expanded to national outdoor advertising starting November 13. It includes an event at Saint-Lazare station and uses DOOH (digital out-of-home) advertising, as well as radio, press, and digital relays to reach a wider audience.Visuals created by a professional cinematographer
The visuals for the campaign were shot by Aurélien Chauvaud, known for his work in creating emotionally impactful imagery. His contribution adds a layer of authenticity and visual depth to the campaign's message.
