French charity Aurore has launched this excellent communication campaign which gives visibility to the problem of homelessness in France, using the names and logos of the top French haute couture designers. In Paris alone, 4,000 people sleep rough every night, and in France that number is over 140,000. This campaign, thought up by Remi Noël and displayed all over Paris, shows three homeless people sleeping on the streets, who are named Yves Sans Logement (sans logement means without a home), Jean-Paul Galère (galère means struggle or suffering), and Christian Dehors (dehors means outside), instead of Yves Saint Laurent, Jean-Paul Gaultier, and Christian Dior. The three protagonists represent the charity’s three missions: housing, medical treatment, and integration. Aurore’s slogan “We have the elegance to help those who have nothing” highlights the irony of placing recognisable fashion names alongside people without a roof over their heads.
