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J. Walter Thompson Amsterdam puts homeless on the streets of Amsterdam

Written by J. Walter Thompson Amsterdam on June 5 2014 - 1 min read

This spring J.Walter Thompson Amsterdam launched an initiative to raise awareness, and money, for the not-for-profit organization for the homeless, Belangenbehartiging Amsterdamse Dak– en Thuislozen (BADT).

Inspired by recent articles in Dutch newspapers illustrating the growing issue of homelessness in the city, over 15,000 and counting, a wider conversation opened up within the agency that presented the question ‘What can we do to help?’ Immediately, ‘A Piggy Bank For the Homeless’, an awareness and fundraising campaign designed to help tackle the homeless issue head-on, was born.

The concept was simple: in order to get more homeless people off the streets we would put more homeless people on the streets. The execution: source mannequins, dress them in shabby, used clothes and install a roughly cut-out money slot on top of the head to resemble a piggy bank. The result is an a thought- provoking online film, shot on location in Amsterdam, with the mannequins in situ, similar to those of the homeless, with hand-written cardboard signs asking for donations to support BADT.

The entire project took less than a week to make and came in at under €100. The mannequins were sourced for free, other colleagues at JWT Amsterdam donated clothing.

The ‘Piggy Bank For The Homeless’ film can be seen on the BADT website ( and across all JWT Amsterdam social media channels.

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