At the Cannes Lions 2014 one Austrian advertising company has been quite successful so far. In their portfolio I could find one advertising focusing on a serious problem for homeless people in European cities. Michael Nagy and MTX produced a project-based videoclip for representing a DDB Tribal advertisement for the social welfare charity CARITAS in winter 2013. The advertisement aimed to raise awareness for the homeless and generate donations by providing people with the opportunity to give warmth at selected public transport stations in Vienna.
It’s still an advertisement and people could discuss whether the responsible creative industrie should be labelled „arts“ or not. However, the extravagant publicity connects donations to a specific awareness on privilegues; it might be helpfull for overcoming social barriers in major cities too. Just have a look!