After the 31st of Mars most winter shelters decided winter was officially over and started closing their doors on the thousands of homeless people who were counting on a roof over their heads, sending them back to the streets.
In France alone 140,000 people are affected, of which 30,000 are children. A fact Aurore, an organisation that fights against exclusion and precariousness, didn’t want to go unnoticed. So they launched a campaign to bring this appalling situation to people’s attention. It’s not because the temperatures rise, that the problem melts away.
Aurore decided to raise awareness by raising visibility, using Paris’ glamorous reputation in their advantage, and showing the obvious gap between luxury brand rich and live-on-the-street poor. Aurore Association started hanging a thousand posters in the city center and the North and North-East of Paris, with the slogan: “Ayons l’élégance d’aider ceux qui n’ont rien” (“Be elegant enough to help those who have nothing”) printed on it.
Rémi Noël, the creative mind behind the concept and execution of the poster design, uses luxury brands to get attention for the people who go unnoticed on a daily basis and to confront people with the sad reality. Noël transformed Yves Saint Laurent to “Yves Sans Logement” for the occasion. Christian Dior became “Christian Dehors”. And Jean-Paul Gaultier couldn’t be forgotten either, so he was baptized “Jean-Paul Galère”. Small detail, the luxury brands weren’t asked for permission to cooperate. So in the beginning they might not even have been aware they were part of this project.
The campaign is getting good coverage and reviews. People on Twitter are using the hashtag #Ayonslélégance to express their appreciation. Like “La vraie élégance n’est pas dans les vitrines mais en regardant ceux qui sont sur les trottoirs” (“True elegance is not in the shop windows, but in noticing those who are on the sidewalks”).
In the meantime, the Internet is also eagerly suggesting follow-up slogans like “Dans quel monde Vuitton”; “Hugo Bosse Pas”, transforming Nina Ricci into “Nina n’a rien”, and referring to an older parody that went viral a couple of years ago: “Je Dors Dehors”.
If you feel like helping Aurore in their fight for better living circumstances and against poverty, homelessness and exclusion, visit their website (in French and English), or contact them on their Facebook page or via their Twitter account.