In an effort to raise awareness about the homeless, those living on the streets are being recruited to read the weather forecast on TV in Europe, according to AdAdge.com.
Saatchi & Saatchi Berlin set up the program, called "Days of Hope," in which homeless people deliver the weather forecast and discuss how it affects them while living on the streets.
"This is a very simple, but surprising, idea, which we are expecting to get a lot of attention, stimulate conversations around this important issue, and most important of all, increase donations," John Pallant, Saatchi & Saatchi's regional creative director for EMEA, said.
Russia and Romania have already participated in the program, while Germany, Switzerland and Poland are expected to follow. "Days of Hope" originated on the radio in Germany.