Not equal to shower
Hygiene must be available for everyone
Not equal to shower
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When
August, 2024
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Price
Free
Москва и Санкт-Петербург
Москва и Санкт-Петербург
For the majority of people taking a shower is routine, yet for many others it is a luxury. When you live on the streets, it’s hard to afford it. Without the ability to take a shower, it’s hard to maintain your dignity and health, and finding a job and a place in life becomes nearly impossible. In August, Nochlezhka and the ENDY agency launched a campaign called “Not equal to shower,” the main idea of which is that hygiene must be available for everyone.
We often see homeless individuals, but we hardly ever wonder what their lives are like. It seems the street has become their home and provides them with whatever they need. Their bed is a bench in the park, their fridge is the trash bins full of expired food, and they can get warm at the heating lines. And apparently, homeless people take rain instead of a shower, don’t they? However, the streets offer no substitute for cleaning oneself.
As part of the campaign in Moscow and Saint Petersburg, we placed signs conveying an obvious message in an unconventional way. The phrase «≠ душ [shower]» is a wordplay based on one of our projects called Neravnodush [in Russian, it resembles both “compassion” and “not equal to shower”], which not only spotlights the problem but also promotes the project and increases its recognition.
“Nochlezhka came to us saying, ‘Hygiene must be available for everyone,’ drawing people’s attention to the fact that the absence of hygiene not only degrades a person but also makes it nearly impossible to interact with society. We had already worked out the idea of «≠ ДУШ [shower]», which came to us quite naturally.
The project team on our side consisted of people working remotely from different countries and cities, so they faced difficulties in finding a place to live and adapting to new environments. Sure, it’s not the same as ending up on the street, but that sharp feeling of ‘home’ had been stacking up in us, ready to burst out in creativity. Therefore, when Nochlezhka asked us for help, we seized the opportunity to speak out and contribute to an important project of one of the most recognized charities in the country,” says Rinat Gantsev, the creative lead of ENDY.
We often see homeless individuals, but we hardly ever wonder what their lives are like. It seems the street has become their home and provides them with whatever they need. Their bed is a bench in the park, their fridge is the trash bins full of expired food, and they can get warm at the heating lines. And apparently, homeless people take rain instead of a shower, don’t they? However, the streets offer no substitute for cleaning oneself.
As part of the campaign in Moscow and Saint Petersburg, we placed signs conveying an obvious message in an unconventional way. The phrase «≠ душ [shower]» is a wordplay based on one of our projects called Neravnodush [in Russian, it resembles both “compassion” and “not equal to shower”], which not only spotlights the problem but also promotes the project and increases its recognition.
“Nochlezhka came to us saying, ‘Hygiene must be available for everyone,’ drawing people’s attention to the fact that the absence of hygiene not only degrades a person but also makes it nearly impossible to interact with society. We had already worked out the idea of «≠ ДУШ [shower]», which came to us quite naturally.
The project team on our side consisted of people working remotely from different countries and cities, so they faced difficulties in finding a place to live and adapting to new environments. Sure, it’s not the same as ending up on the street, but that sharp feeling of ‘home’ had been stacking up in us, ready to burst out in creativity. Therefore, when Nochlezhka asked us for help, we seized the opportunity to speak out and contribute to an important project of one of the most recognized charities in the country,” says Rinat Gantsev, the creative lead of ENDY.
Thanks
Thanks to ENDY team, to the venues that displayed our posters: New Holland, Sevkabel Port, KGallery and outdoor advertising operator Reklama-Center. And special thanks for the photos to Anna Pokrovskaya, Alexander Korolev, and Shakhabudin Ibragimov.
