To drive awareness and increase donations to the Haven Night Shelter, M&C Saatchi Abel Cape Town created a rent-free, premises-free, pop-up clothes store for the homeless, set up on the street and stocked by clothing donations. Interactive cardboard posters acted as campaign advertisements and hangers for clothes, a simple gesture that gave the homeless a dignified shopping experience. Because homelessness is a global issue, M&C took the campaign open-source. Over 200 stores had popped up in over 140 cities, each sparing homeless people the indignity of begging and rummaging in bins for clothes.
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