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"Repicturing Homeless" Ground-breaking partnership challenges visual stereotypes of the homeless to drive narrative of possibility


  • Getty Images, fifty-fifty and Havas launch ‘Repicturing Homeless’ campaign which sees members of Düsseldorf’s homeless community model in stock imageseries
  • 100% of royalties from images licensed go to supporting homelesscommunity


Düsseldorf, March 2018 – Getty Images, a world leader in visual communications has joined forces with the Düsseldorf street magazine fifty-fifty and the creative agency Havas Germany to launch a campaign which aims to change the way the homeless community is viewed and drive a narrative of possibility. The ‘Repicturing Homeless’ campaign (http://www.repicturinghomeless.com) sees homeless individuals portraying people from different walks of life in a series of stock images which are available to license from today.

Members of Düsseldorf’s homeless community, all sellers of the fifty-fifty street magazine, have been hired to model in stock photo shoots for some of the most saleable themes on Getty Images – such as businessman, cook, shopkeeper and traveller. The stock images are now available for licensing on gettyimages.com and iStockphoto.com and will be promoted to Getty Images’ customer base. 100% of the royalties from images licensed go back to fifty- fifty to support the local homeless community.

Paul Foster, Senior Director Creative Content at Getty Images, said: "At Getty Images we believe in the power of images to spur change, shift perceptions and evoke empathy, so we could not be prouder to be partnering with fifty-fifty and Havas on this project to re-picture the homeless community. We know the power images can have in making and breaking stereotypes and see this partnership as an opportunity to challenge perceptions around and help raise awareness of the homeless community.”

Darren Richardson, Chief Creative Officer Havas Düsseldorf, Executive Creative Director Digital Havas Europe, said: "Instead of showing stereotypical images of the desperation and poverty of the homeless, our campaign aims to surprise people and make them think. Our approach is not to leave anybody sad or guilty, but above all to encourage us all to critically question our often prejudiced ideas about our fellow human beings."

Hubert Ostendorf, Founder and CEO of fiftyfifty said: “The public attitude towards the homeless is marked by compassion but many citizens perceive the homeless as helpless and desperate. This photo project is about showing that which is rejected by society also has value."


Karl-Heinz Josef Hense, 56 years old, comes from Kaiserswerth Düsseldorf and has been homeless for 25 years. He is one of the fifty-fifty sellers who modelled in the stock images. “I feel like a new man. It was a real pleasure for me to participate. Really.”

The partners hope to expand the initiative over time to generate further awareness around the homeless community.
About Getty Images
Getty Images has done much work over the past few years to help shift negative stereotypes and promote a more inclusive, evolved visual language. Working with partners including Sheryl Sandberg’s Lean In Org, Refinery29, Muslimgirl.com, Be Vocal and Campbell Addy, Getty Images has led the visual industry in the creation and promotion of powerful relevant imagery which reframes concepts such as gender, race, mental illness, LGBTQ and religion.

About Havas Group

Havas is one of the world's largest global communications groups. Founded in 1835 in Paris, the Group now employs 20,000 people in over 100 countries. Havas Group is committed to being the world’s best company at creating meaningful connections between people and brands through creativity, media and innovation. Based on a client-centric and regional organization, Havas is also the most integrated Group in its sector: the Together strategy is implemented through its Havas Villages, where most creative, media and healthcare teams share the same premises ensuring agility and a seamless experience for clients. Further information about Havas Group is available on the company’s website: www.havasgroup.com

Havas Germany’s services span the complete marketing mix from advertising, digital, CRM, public relations, social media, ambient media, design and healthcare. Havas Germany’s client accounts include PayPal, n-tv, Savencia (Fol Epi, Géramont), Peugeot, Citroën, Reckitt Benckiser (Scholl, Dobendan), granini, Olympus, Mondelez, Campari, Linde, RaboDirect and Universal Pictures Home Entertainment.

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