Getty Images
“Repicturing Homeless” is an initiative from Getty Images, partnered with fiftyfifty, a street magazine sold by homeless people. The project is aimed to shift the negative social perceptions of the homeless, while collecting donations for them in a meaningful way.
Getty Images & fiftyfifty - repicturing homeless
People always see the homeless as poor, desperate, and beyond help. Most existing homeless campaigns simply keep re-affirming such stereotypical images, and ask people to donate out of sympathy, which only further marginalized this group.
Instead of following down the spiral of pity, Getty Images partnered up with fiftyfifty (a street magazine sold by homeless people), to shift the negative public perceptions of the homeless, and collect donations in a meaningful way. Meanwhile, this project also reinforces Getty Images as a brand that strives to move the world with powerful imagery.
THE PHOTOS
Stock photos are abundant with typical scenarios of common people. We took advantage of this feature of this medium, to help people “repicture” the homeless as the same human beings as anyone of us. With the smart use of stock images, we turned an established online service into a new communication media, and a constant fundraising tool over the long term.
On the other hand, this twist also helps to reshape people’s impression of stock photos from “creating stereotypes” to also “breaking stereotypes”, thus reinforcing the brand value of Getty Images, and enhancing its brand image.
129 photos were selected and uploaded to the Getty Image database, available for people worldwide to purchase on both gettyimages.com and istockphoto.com. People can also explore the photos and the project on the dedicated microsite: repicturinghomeless.com.
ONLINE FILM
To further promote the photos and the project, we created a series of online films, each focused on the story of one of our homeless models.
Photo Exhibitions
The exhibition has been on a tour around Germany. In each town it visited, it became a popular educational venue for local schools, and brought along more exposures for the project. People can interact with each photo on display and be taken to purchase it online.
Scheduled Exhibitions:
Düsseldorf, Johannes Church, hosted by Diakonie, Apr. - May 2018;
Ahlen, St.Marien Church, hosted by Caritas, Sept. 2018;
Nuremberg, Conference hosted by DGS, Sept. 2018;
Cologne, Annual Conference of DGPPN, Nov. 2018;
Baden, Film Festival in Baden-Baden, May - Jun. 2019;
Duisburg, Church Petershof, Oct. - Nov. 2019;
Hattersheim, House of St. Martin, Feb. - Apr. 2020
The mayor of Hattersheim (Germany), Klaus Schindling,
visited the exhibition at the House of St. Martin, on March the 3rd, 2020.
global Development
The project started out as an initiative in Germany, but more and more photographers and homeless NGOs all over the world are joining us. Growing numbers of photos are being added to the collection from US, Hong Kong, Brazil, etc., turning the campaign into a global movement.
Behind the scenes: One of the new shootings
PR Results
Even the President of Germany applauded the project in his Christmas Letter of 2018.
RECOGNITIONS
Cannes Lions 2019
Brand Experience & Activation, Corporate Social Responsibility - Shortlist
Brand Experience & Activation, Sponsorship & Brand Partnership - Shortlist
Brand Experience & Activation, Use of Website / Microsites - Shortlist
D&AD 2019
PR, Creative B2B Campaign - Wood Pencil
Impact, Campaign / Humanitarian Aid - Wood Pencil
Media, Use Collaboration - Shortlist
Impact, Campaign / Equality and Diversity - Shortlist
New York Festivals 2019
PR, Digital/Mobile - Bronze
PR, Social/Environmental Good - Bronze
Positive World Impact, Public Service - Bronze
Digital/Mobile, Best Use Of Medium - Finalist
Digital/Mobile, Social/Environmental Good - Finalist
Collaborations & Partnerships, Social/Environmental Good - Finalist
The One Show 2019
PR, Reputation Management - Bronze
Integrated, Integrated Campaigns / Online - Shortlist
Interactive & Online, Websites / Microsites - Shortlist
Webby Awards 2019
Best Use Of Online Media - Jury Winner + People’s Voice Winner
Selected into the Webby For Good Gallery
WARC - The Good Report 2019
Ranked the 28th Corporate Social Responsibility Campaign of the world;
The only German campaign that made into the Top 40 list;
Made Havas Düsseldorf rank the 19th in the
Top 25 most successful agencies in the world promoting good causes
Lürzer’s Archiv
Published in Issue 1 2019
Eurobest 2018
PR, Business Citizenship / Corporate Responsibility - Gold
PR, Corporate Image, Communication & Reputation Management - Silver
Digital, Web Service / App - Silver
PR, Sponsorship & Brand Partnership - Bronze
Media, Use of Digital Platforms - Shortlist
Brand Experience & Activation, Corporate Social Responsibility / Corporate Image - Shortlist
LIA 2018
Integration, Business to Business - Bronze
Integration, Public Service / Social Awareness - Finalist
Clio 2018
PR, Corporate Image - Silver
PR, Cause Related - Silver
Digital/Mobile, Microsite - Bronze
Partnerships & Collaborations - Bronze
Direct, Digital/Mobile - Shortlist
Cannes Lions 2018
PR - Shortlist x3
Sustainable Development Goals - Shortlist x2
Direct - Shortlist
ADC Germany 2018
Promo & Media, Innovative Use of Media - Gold
Digital, Digital Campaign - Silver
Digital, Web Service - Silver
PR, Brand Communication - Bronze
PR, Crisis Communication - Bronze
Integrated, Integrated Campaign - Shortlist
Cristal Awards 2018
Corporate & PR, Corporate Reputation / Corporate Responsibility - Silver
Horizont
Silver Hammer 2018
(2nd best German campaign of the year);
Creation of the Month, March
