Vinzirast is a homeless shelter in Vienna that relies on donations to provide food, clothing, care and space for people to sleep. In order to increase awareness of the need for donations and to humanize the people who use the shelter, the Demner Merlicek & Bergmann agency created a Facebook campaign for Vinzirast.
Simply, the campaign involved "Vinzi Guest," a homeless person who made posts about their daily life in real time. This included moments like cheering for being able to collect a few cents for lunch and disappointment at not getting a job. The authenticity of the campaign resulted in tons of attention for Vinzirast and tons of queries for Vinzi Guest, who responded personally to Facebook messages when people reached out to provide encouragement and in some cases, even offers of employment.
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