Homeless people living on the street is a growing problem in Brussels, yet they often remain unseen. So, what better way to bring an invisible problem like this under the attention than by taking the home of homeless – a streetbench – and putting it on Batibouw, the n°1 Belgian home fair? Homeless Jean-Jaques welcomed almost 200.000 visitors in ‘his home’ and started a conversation that made the headlines. A smart way to confront people looking for their dreamhouse with the reality of homelessness.
Meaningful purpose and profitable business aren’t opposites, on the contrary, they go hand in hand and reinforce each other. More and more consumers are leaning towards brands and companies doing good and giving back to society.