Real career types
NPO The street magazine Surprise helps the homeless to help themselves. And Publicis is not offering charity, but a campaign with with impressive subjects.
Helping the homeless to help themselves. And Publicis does not give alms, but
A campaign with impressive subjects: many roads lead to homelessness - and
Only a few return. Since 1997, the street magazine
Surprise GmbH and the Förderverein with the publication of the magazine
a contribution to social justice by focusing on issues of
people in precarious living conditions. But above all
With Surprise, they are trying to break the vicious circle of addiction, work and
to break through homelessness. The approximately 200,000 copies sold
per year are of course a financial bonus.
On the other hand, they are an important psychological aid with which
has succeeded in recent years in helping countless people to achieve sustainable
reintegrate into the primary labor market or into a
structured daily culture.
Clear upward trend
Due to the continuous professionalization and the resulting
The outlook remains intact, with sales and earnings growth.
In 2004, the charitable organization looked after
sales offices in Basel, Zurich, Berne and St. Gallen almost 800
sales assistants - an eighth more than two years previously.
Although the Surprise vendors have long been part of the street scene
many do not realize that they are self-employed entrepreneurs, i.e. that their
own bosses who are involved in magazine sales for IV or
social assistance and earn some extra money and improve their
reintegration into society. Seen in this light, the
Verein Strassenmagazin also offers a career to those who are otherwise
current living situation would be on the street, explains
Publicis CD Markus Gut.
After the first two multi-award-winning campaigns from his agency
the creative team focused on this aspect of the collection work. A
difficult undertaking, because despite the high authenticity of portraits
formerly homeless man in self-confident boss pose and the corresponding
outfit there was a risk of public exposure. This
cliff, the famous photographer Alberto Venzago has created with his
skillfully circumnavigated. His recordings provide in their
surprising mixture of elegance and poverty and their brutal
seeming directness for disturbance. It is not possible to look away. To
In addition to the agency, the awareness campaign also involves
the poster company APG and various publishers.
Luca Aloisi
