Ströer supports the Berlin-based charity Association for Street Children with a pro bono campaign entitled “Letters to BUTZE”

To mark the opening of the new BUTZE shelter for street children in Berlin-Lichtenberg, emotional letters describe what a safe place can mean for homeless young people: being seen, feeling they belong, and regaining faith in the future. In addition to financial support for the construction of BUTZE, Ströer is providing pro bono (D)OOH advertising space in Berlin for the “Letters to BUTZE” campaign. TERRITORY AGENCY, a subsidiary of Bertelsmann Marketing Services, has provided the creative work free of charge.

The campaign, which relies on powerful and emotionally resonant copy, focuses not on the new building itself, but on its significance for young people. In the visuals, fictional protagonists write short letters to BUTZE – honest, direct and, at times, poetic. The messages are about being called by one’s own name again, being accepted or simply being recognised as a human being. In this way, the opening of a building becomes the story of a place where young people in need can regain protection, food, warmth, a sense of security and a piece of their childhood or youth.

The campaign will be visible across Berlin from 25 September to 11 October 2026. It will be broadcast across more than 550 digital screens, provided free of charge by Ströer, as well as on 240 billboard spaces where the messages will be displayed in large format. The visuals also highlight the open day on 4 October, when BUTZE will present itself to the general public for the first time, and the opportunity to support the important work of the Straßenkinder charity through donations.

“Child and youth homelessness is a reality that is far too often overlooked. As a media company, we reach millions of people every day and see this as a special responsibility. That is why we are supporting BUTZE and the important work of the Straßenkinder association. If our reach helps to generate more awareness, understanding and tangible support for the children and young people affected, then it fulfils an important social purpose,” says Udo Müller, CEO of Ströer.

The opening of the BUTZE street children’s centre is scheduled for 2 October. Spanning seven floors and covering around 3,650 square metres, BUTZE is set to consolidate and expand the existing services provided by street social work. Plans include around 40 residential and sleeping places – including emergency overnight accommodation, independent living flats and micro-flats – as well as a warming room, a commercial kitchen, social and legal advice, workshops, training rooms, shower and washrooms, a clothing bank and a base for street work.

According to the charity, at least 6,500 minors are living on the streets in Germany. The BUTZE aims to provide them with low-threshold access to protection, advice and support, and to accompany them on their journey towards an independent life. The project is funded entirely by donations.

“Many children and young people living on the streets have experienced little or no reliability or stability in their lives so far. For them, the BUTZE is more than just a refuge and a safe home – the BUTZE is a house of opportunity, where we offer street children appreciation and the chance of a fresh start. Here, they know they are welcome and can find genuine help and support. We are grateful for any support that helps us to continue this important work,” says Eckhard Baumann, Chair of Straßenkinder e.V. in Berlin


Image rights: TERRITORY AGENCY