The idea of Posterscope Netherlands and psCity to support the homeless by creating an Out of Home campaign in cooperation with media owners JCDecaux, Exterion Media and Clear Channel worked out well. To support Sheltersuit (a wind- and water resistant jacket and sleeping bag) the Out of Home media owners worked with Posterscope by donating 3.500 six sheets free of charge. The media value equated to €350.000. Pscity developed this initiative and campaign to position the Out of Home sector in a positive daylight while delivering a valuable social contribution.

1. SHELTERSUIT
THE CAMPAIGN

2. Out of Home supports
people Out of Home
“Don’t let the homeless freeze to death”
This was the message of the national 6-sheet
campaign that kept the Netherlands and the
press busy for over a week.
The idea to support the homeless by creating
a 6-sheet campaign in cooperation with media
owners JCDecaux, Exterion Media and Clear
Channel and at the same time portray the OOH
industry in a positive light, worked out well.
3,500 6-sheets were used to promote
Sheltersuit and the invisible homelessness in
the Netherlands.
Within a week more than half of the Dutch
were aware of the existence of Sheltersuit
and the fact that every year homeless people
freeze to death in the Netherlands.
The visuals were created by Isobar,
optimized by Validators and analyzed by Memo2.
The results of the campaign are summarized in
this case study.

3. 6-sheet Campaign
Awareness among
1.000.000 people
2.200.000
OnlinePRcoverage
3.100.000
OfflinePRcoverage
500.000 euro
PR value
18+
National
3511 6-sheets
Results
7.066.417 (GPR: 317)
Reached people
40.736.389
Adversitsing contacts

4. • After 7 days over One Million people
are aware of the existence of Sheltersuit and
know what they stand for.
•According to awareness the unknown
Sheltersuit leaves famous A-brands with
extremly high budgets far behind.
•The message about the homeless
captivate over 5.300.000 people
“editorial”, online and offline.
•The 6-sheet campaign combined with PR
made over 500.000 euro editorial
media value
Facts and Figures

5. With 63% the group “adult, 18-34 years” has the
biggest coverage according to all the groups that
are mentioned below.
Campaign coverage
How to put an unknown charity like
Sheltersuit nationally on the map?
18+ JAAR
20-49 YEARS
18-34 YEARS
59%
55%
63%
By using the only mass medium that can
not be ignored. Within one week this
out of home campaign reached over more
than half of the adults in the Netherlands
with an average contact frequency of 5,8.
GCF: 5,8 GCF: 6,2 GCF: 6,2
18+ YEARS

6. Campaign
Recognition
Despite of the unfamiliarity of Sheltersuit the
campaign got a better recognition score according
to famous A-brands with major budgets and a large
number of clients.
With 38% of the reached target group the recognition
of Sheltersuit is far above the MeMoBenchmark™.
This can be explained due to the fact that this
campaign distinguish from others. By focusing on
an actual topic this campaign also attracted the
interest of the target group very well.
38% outdoor(Memobenchmark 32%)
Campaign target group (Netherlands18+)
“Unknown, unloved” but not in this case

7. Campaign
Effect
One campaign made a million people aware of the
existence of Sheltersuit and what they stand for.
The focus on a current topic with a confronting and
distinctive message made this campaign a huge
success.
With an index of 366 the Sheltersuit campaign not
only succeeded in gaining publicity but also clearly
conveyed the message “don’t let the homeless freeze to
death”, index 186.
“Kill two birds with one stone by
focusing on a current topic”
100 100 100
366 186
122
NOT REACHED
REACHED
Aided Brandawareness Aided message conveyance Intention to donate
Sheltersuit “Don’t let the homeless freeze to death” Sheltersuit

8. Campaign
Appreciation
Standing out by telling something
about a current topic and by using a
confronting message and visual. That is
the story behind this campaign, without
annoying people.
The story behind a
successfull 6-sheet campaign
RATIO EMOTION
Spreekt persoonelijk aan
Duidelijke boodschap
Has a clear message
Campaign target group (Netherlands 18+)
MeMoBenchmark™
0%
20%
100%
80%
60%
40%
Distinguish itself
from other OOH
advertisements
Tells me
something new
Stands out

9. PRcampaigncombined
withanational6-sheet
campaignhugesuccess
It is often speculated that a 6-sheet campaign
combined with a PR campaign on a current
topic works very well. For once and for all the
Sheltersuit campaign now delivers the evidence.
A heart-warming activation as the start of
the Sheltersuit 6-sheet campaign was visited by
seven camera crews and all national print media
in the Netherlands.
On the 20th of January, Sheltersuits - a jacket
and sleeping bag together – were given to the
homeless at Amsterdam’s Rembrandtsquare.
All this for the start of a 6-sheet campaign with
the message: “Don’t let the homeless freeze to
death”. Intended to put to Sheltersuit on the map
and create awareness for homelessness.

10. PR-Value
Media Sources
3.100.000 offline coverage
2.200.000 online coverage
€ 500.000 PR-Value
71% of the messages posted on
Twitter
16% shared via newssites, blogs
en fora
After ‘Sheltersuit’ and ‘Sheltersuits’, ‘Homeless’ is the
most discussed topic;
Next are ‘Winter’, ‘Campaign’,’National’ en ‘6-sheet
campaign’ which proves that the out of home campaign
also is recognized online;
Keywords

11. National Press

12. “A visual that stands out and which
gets your attention, has a clear
message and is confronting.”
(Male, 27 years)
Normally there is only room for one message
on a poster. But in this case we set the bar high
and decided to kill three birds with one stone by
communicating three messages.
First of all we needed to create awareness
for homelessness in the Netherlands. Then
present Sheltersuit as a solution and finally ask for
donations.
This communication aim that normally needs
three individual campaigns is now been created
by the use of only one campaign poster.
Solution
A shocking visual in which two real homeless
people are suffering from the cold. They are
screaming for attention and donations for
homelessness in the Netherlands. Sheltersuit is
the answer to this invisble problem.
Creation Strategy
“Kill three birds with one stone”

13. The Strenght of
a Poster
A current and confronting
message
In the Netherlands homeless people
freeze to death
A confronting visual
Two real homeless people (Sam and Mr.
Potje) who are suffering from the cold
Call-to-action
•Keep the homeless dry and warm
•SMS ‘warm’

14. SMS
mechanism
“Thank you for you warmth
Thanks to your donation we
can make more sheltersuits
and make sure that everyone
stays dry and warm.
www.sheltersuit.nl”
Website
• Translate OOH campaign to website
• Show visuals to create awareness and strength
• Platform for further communication about the
campaign and the product
• Using Google analytics to monitor traffic from
the campaign to the website

15. AboutSheltersuit
The Sheltersuit team started with Bas and
Alexander. When a father of their two friends lost
his life on the streets due to hypothermia, they
decided to create something free that would
protect the homeless from the cold.
With a background in fashion, Bas
decided to adapt his craft to work on this project.
His well-known designs are easily identified by
their multifunctionality.
Keeping in mind what is fundamentally needed
for the homeless, together with his creativity, he
came up with the idea of the Sheltersuit.
What is a Sheltersuit?
He then proposed his idea to his best friend
Alexander, who decided to quit his job to turn
the idea of the Sheltersuit into reality. And that
is how the foundation came about. The aim of
the Sheltersuit Foundation is to produce and
distribute as many Sheltersuits for the homeless
who are sleeping outside during extreme cold
weather. We want to keep the homeless warm,
without anything from them in return.
The concept of the Sheltersuit is pretty simple.
It is a water repellent and windproof jacket which
can be transformed into a full protective body
suit. You simply zip on the sleeping bag.
The high quality materials that are used make sure
any person wearing it will be protected against
extreme weather conditions, to make sleeping
outside bearable.
The materials are donated by various Dutch
and European companies. The outside fabric is
extremely durable, as it is manufactured by the
Royal Ten Cate.
Source: www.sheltersuit.com

16. Made possible by: