The Salvation Army’s mission is to help every single one of the 10 million people that are underprivileged in France, without exception. But there's an epic shortage of volunteers and they urgently needed more. So who better than the ones in need themselves to recruit those who would help them?
The Homeless Recruiters
More underprivelged people than ever in France needed help, and The Salvation Army needed more volunteers.
Client
- L'Armée du Salut
Office
- France
The homeless in Paris didn’t come to beg for money, but to offer a business proposition.
On one side, more homeless people than ever in France needed help. And on the other side, The Salvation Army faced a historical shortage of volunteers and professionals to help them. We needed to find new ways to recruit, as the traditional initiatives lacked efficiency.
By upending a common behavior of homeless people in the Parisian metro, instead of asking for money, they offered jobs.
We enabled the homeless and the Salvation Army to help each other by giving homeless people the power to act. By making the homeless recruiters for the Salvation Army, they were in the best position to talk directly to our target audience – the four million commuters who take the Paris subway to work every day.
The campaign allowed people to apply directly by scanning a QR code presented to them. But our homeless recruiters didn’t stop there, going on Linkedin to post the #hiring status to connect platform users with job proposal offers.
Over the course of a month, our "Homeless Recruiters" went from wagon to wagon, train to train, station to station, subway line to subway line, to deliver their speech and make job offers to as many potential recruits as possible.
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