The number of homeless people in France has dramatically increased during the last years (+58% since 2001), especially in major cities. In that context, the NGO Entourage has developed an app connecting caring people around the homeless to fight against the relational exclusion of those who have nothing. Because homeless people need more than money they need help and consideration, people can help them with specific need they have -ex: writing CV or giving them toothpaste- thanks to that app.
The purpose of this campaign, by TBWA\Paris, is to awaken consciences by challenging the general public with a series of impactful visuals that metaphorically explore the vertigo of loneliness and isolation. The message is simple: download the app to lend them a helping hand. The documentary photo style (by the renowned French photograph Marc Gouby) is here to underline the dramatic reality and the emergency of that situation. On the streets of France the life expectancy is 49 years old.
