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I Know My Death
The Salvation Army Launches a Powerful Campaign
- Published Date
- Mar 25, 2026
In collaboration with The Salvation Army, we are proud to unveil a groundbreaking new campaign titled "Vivre dans la rue, c'est mourir dans la rue" (Living on the Street Means Dying on the Street). This powerful initiative aims to expose the brutal reality of homelessness in France, where the average age of death for those living on the streets is a shocking 48 years old.
The film, directed by the talented duo Truman & Cooper and produced by La Pac with post-production by Firm, features a chilling birthday song soundtrack by studio THE, underscoring its powerful final message.
"Living on the Street Means Dying on the Street"
Our campaign centers around a poignant film that departs from traditional advertising codes, adopting the aesthetic of dystopian and anticipation cinema. It plunges viewers into the psychological experience of a homeless individual trapped within a monstrous urban landscape, where dehumanized streets and oppressive architecture transform the city into an antagonist.
The street is a very real dystopia for the homeless: they are locked outside.
In France, people are still dying outside. A little younger and a little more numerous each year. The only way to save these people from this programmed end is to get them off the street. This campaign aims to remind of this vital urgency and mobilize donations.
We highlight that the film is not fiction, but a stark metaphor for the reality faced by over 300,000 people in France, for whom donations represent the sole hope of escaping the streets and defying fate.
The "Vivre dans la rue, c'est mourir dans la rue" campaign is being distributed across TV, Video On Demand (VOD), and social media platforms in 70", 30", and 20" formats, aiming for widespread impact and to mobilize critical support for The Salvation Army's efforts.
