How to get the “haves” and “have-nots” together to share from Biz-community.com
From China to Cape Town, Brussels to Bangladesh, Florida to France, Mexico to Melbourne, the concept of The Street Store – the world’s first pop-up clothing store for the homeless – has gone viral both online and in the real world as it’s captured the imagination of people worldwide.
To date more than 263 people from around the globe have signed up to host the street store in their community, and the open source material has so far been translated into nine languages.
A Street Store which was set up for the homeless in Spain
As the Street Store concept rolls out globally, picking up momentum, kudos has not gone unnoticed at the 2014 Cannes Lions Festival. The agency behind the concept – M&C Saatchi Abel – was awarded a prestigious Gold Lion in the design category, a bronze in the media category, with six other shortlists, including the Grand Prix for Good Award.
Conceptualised and piloted in the Mother City
The idea was conceptualised and piloted in Cape Town by Kayli Levitan and Maximilian Pazak from M&C Saatchi Abel. The young copywriter and art director team brainstormed for months to find a way to bring the giver and the receiver together on the streets they share on behalf of The Haven Night Shelter.
The Street Store was created for The Haven Night Shelter, Cape Town’s largest network of centres for the homeless. Their vision is that no-one should have to sleep on the streets if the appropriate supportive structures are put into place by communities, government and organisations. Their mission is ‘to get the homeless home’ by empowering them to return to a sustainable life. Without presentable clothing there is little chance of them getting employment and The Haven relies heavily on donations. As with many charities, the supply and need don’t often match, which is where the creative team’s challenge came in.
Together, agency and client identified that the shelter really needed a powerful series of call to action projects that simplifies donation, while offering the receiver a dignified experience. “More importantly, we wanted both sides of society to own the process and see it through. This meant merging two totally disparate worlds in a positive and empowering way,” says Levitan.