The Homeless Gallery
Homelessness in Germany remains a pressing issue, with thousands living without shelter in major cities like Hamburg. Traditional charity appeals often fail to cut through the noise, so Hinz&Kunzt, Germany’s largest street magazine supporting homeless people, wanted a bold way to humanize the issue and spark empathy.
Partnering with Serviceplan Group and fischerAppelt AG, they launched “The Homeless Gallery” in 2024. Instead of asking for donations directly, the campaign reframed homeless individuals as subjects of an art exhibition—placing their portraits in public spaces and galleries to confront society with their stories.
Campaign Overview
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Outdoor Gallery: Streets, bus stops, and public squares became exhibition spaces featuring large-format portraits of homeless individuals.
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Artistic Collaboration: Professional photographers captured dignified, striking images.
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Digital Integration: QR codes on each portrait linked to personal stories and donation platforms.
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Events: Pop-up galleries and exhibitions invited the public to engage directly.
Campaign Objective
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Raise awareness of homelessness by giving visibility to individuals often ignored.
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Humanize the issue through art and storytelling.
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Drive donations and support for Hinz&Kunzt’s housing initiatives.
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Challenge perceptions by reframing homeless people as part of cultural life, not outsiders.
Execution
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Portrait Photography: Each homeless participant was photographed in a studio-like setting, emphasizing dignity and individuality.
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Billboard Placement: Hamburg’s busiest areas were turned into open-air galleries, ensuring unavoidable visibility.
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Interactive QR Codes: Scanning the tag revealed the person’s biography, struggles, and ways to help.
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Media Coverage: National press amplified the campaign, sparking debate about homelessness and social responsibility.
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Gallery Events: Traditional art spaces hosted exhibitions, blurring the line between charity and culture.
Brand Impact
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Cultural Resonance: By reframing homelessness as art, Hinz&Kunzt elevated the issue into mainstream conversation.
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Empathy Building: The campaign humanized individuals, shifting perception from “problem” to “person.”
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Fundraising Success: Donations increased significantly, supporting housing projects.
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Recognition: Won Best Not-for-Profit Campaign at the World Public Relations and Communication Awards 2024.
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Long-term Positioning: Cemented Hinz&Kunzt as an innovative, purpose-driven organization.
Results
The Homeless Gallery resulted with 87.3M earned impressions, coverage across 315 news outlets, and attracted 102,000 visitors across 13 gallery locations, successfully transforming public spaces into powerful platforms for awareness and social impact.
Lessons Learned
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Reframing issues through art creates empathy.
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Interactive storytelling drives engagement. QR codes connected audiences directly to real lives.
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Purpose-led creativity wins awards and builds credibility.
