Thermal image campaign makes social coldness towards homeless visible. Over the past 10 years, the number of homeless people in Germany who have died of frostbite has risen by a dramatic 500%. Contrary to the assumption that climate change will bring us exclusively warmer winters, the number of days and nights of hard frost is increasing. A reality that is becoming the ultimate undoing for more and more homeless people and for which social awareness has not been sufficiently raised. The human body needs enough protection and warmth during these freezing times – whether it be through warm clothing or just short stays outside. Yet, these protective measures are not accessible to homeless people living in extreme temperatures, and compensatory measures such as alcohol are not only ineffective but treacherous. In the winter, it is not only the lack of body warmth that is fatal, but also the too-frequent lack of social warmth and attention from fellow human beings. To draw attention to this social problem, the Düsseldorf street magazine fiftyfifty, which is distributed by homeless people, and Havas Germany teamed up. Impressive thermal images were taken in different areas of Düsseldorf to demonstrate the difference in temperature between homeless people and passers-by. It is not only the striking visual disappearance that is pointed out but rather thesocial one: Homeless people are simply overlooked in this life-threatening situation. DARE! 23 CASE STUDY CASE STUDY