# Homeless Billboard Beds These Foam Adverts Double as Beds for Homeless Laborers in Pakistan By Alyson Wyers | Published 2015-08-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beds-for-homeless References: [springwise](http://www.springwise.com/billboards-double-roadside-beds-pakistans-homeless-laborers/) & [moltyfoam.pk](http://www.moltyfoam.com.pk/) These foam billboards create roadside beds for homeless laborers in Pakistan. The Billbed from MoltyFoam advertises the mattress company during the day and turns into a bed at night time. While this might not be a suitable shelter solution, it will at least help those in need get a more comfortable sleep. On average, every major city in Pakistan has a homeless population of 500,000 individuals -- a number mostly composed of laborers who have nowhere else to go. MoltyFoam has already installed 150 Billbeds throughout the country. Conceived by [BBDO](https://www.trendhunter.com/trends/couch-counseling), the [beds for homeless people](https://www.trendhunter.com/trends/paul-klein) won a Bronze Lion award in Cannes. This initiative indicates how [traditional advertising](https://www.trendhunter.com/trends/outdoor-advertising-campaign) can be used to benefit the community and have a multitasking element. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 75% | Activity: 64% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### What Makes This Trend Stand Out - **Billboard Innovation:** Creating multi-purpose billboards that serve as beds for homeless individuals presents a disruptive innovation opportunity for the advertising industry. - **Community-centric Advertising:** Focusing on advertising campaigns that prioritize social impact can be a disruptive innovation opportunity for the marketing industry. - **Multi-functional Solutions:** Developing products or initiatives with multiple uses, such as billboards that double as beds, presents a disruptive innovation opportunity for various industries. ### Sectors Adopting This - **Advertising:** The advertising industry can explore the use of billboards that serve as beds for homeless individuals, offering a unique and impactful advertising solution. - **Marketing:** The marketing industry can embrace community-centric advertising campaigns that prioritize social impact and address pressing social issues such as homelessness. - **Product Development:** The product development industry can explore the concept of multi-functional solutions, like billboards that double as beds, to provide innovative and versatile products to consumers. ## Related on Trend Hunter - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Homeless Support Backpacks](https://www.trendhunter.com/trends/the-makeshift-traveler-backpack.md) - [Outdoor Sleep Systems](https://www.trendhunter.com/trends/camping-mattress.md) - [Portable Meditation Beds](https://www.trendhunter.com/trends/portable-meditation-bed.md) - [Housing Crisis Presentation Campaigns](https://www.trendhunter.com/trends/real-life-roomsets.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Humanized Waiting Pavilions](https://www.trendhunter.com/trends/de-wachtkamer.md) - [Cooling Rooftop Ads](https://www.trendhunter.com/trends/coors-light-chillboards.md)