Cardboard People

Background 

RAIS Fundación is an NGO dedicated to helping homeless people recover their lives. They are pioneers in the use of the innovative Housing First social integration system, with which they provide a home to people who do not have one. 

Need 

Despite its important work since 1998, RAIS Fundación was not well known to the general public, which was a problem when it came to obtaining funding. 

They needed a campaign that would make them gain notoriety. 

Proposal 

We created the concept #PersonasDeCarton, a metaphor that symbolized the moment when a person becomes homeless, becoming fragile and invisible to the eyes of others. 

In addition, we wanted to launch a campaign with a big impact to raise awareness of this concept. For this reason, we took advantage of the fact that the election debate was being held on December 14 to launch a teaser in which Richard Gere made a direct appeal to Spanish politicians. 

On January 14, we unveiled the #PersonasDeCartón campaign with a TV spot in which the famous actor made a profound reflection on homelessness. At the end, Richard Gere literally sealed his commitment to these people on his skin, inviting others to make the same gesture. 

Results 

More than 1.8 million reproductions. 

10 million impacts with the hashtag #personasdecarton. 

Direct action with more than 500 people of relevance. 

70% more traffic to the RAIS Foundation website in the two weeks of the campaign.