Living perspectives
The issue of homelessness became part of Hungary’s leading property portal
Challenge
House price inflation is boosting the cost of housing across Hungary. Homelessness is on the rise and there are now 40,000 homeless people in Hungary.
Van Esély – There is a Chance Foundation, dedicated to enabling homeless people to find their way to getting a home of their own, wants to encourage everyone to recognise the plight of the homeless.
Our mission was to make the fortunate feel for the less fortunate and donate to Van Esély, providing the additional funding needed to get people off the streets.
Idea
To boost donations to Van Esély, we turned passive property searches into opportunities for empathy and support, ultimately reshaping perceptions of social responsibility.
We worked with Hungary’s leading property portal Ingatlan.com to create a series of deceptive property ads that initially appeared normal but when clicked on revealed stories of homelessness.
Using appealing real estate terms such as central location, views, and wide-open spaces, we showcased stories of homelessness that highlighted the urgent need for intervention and support.
Our deceptive listings redirected users to a landing page detailing the homelessness issue and encouraging donations.
Results
By reframing property listings as stories of homelessness, this campaign transformed passive browsing into active empathy. It reminded people that behind every home is a human story—and that change starts with awareness.
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