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街头商店
案例简介：简要说明: 我们需要让人们意识到天堂，但挑战是打破根深蒂固的社会陈规定型观念。“富人” 害怕无家可归者; 而 “穷人” 认为 “富人” 对他们的困境视而不见。 人们想捐赠，但并不总是确定如何或在哪里。对于无家可归者来说，乞讨是有辱人格的。我们需要弥合差距，让他们团结在一起 -- 让捐赠安全、容易，并有尊严地接受。 介绍街头商店 -- 世界上第一个为无家可归者免费提供免费互动的 “弹出式服装店”，完全由海报制作，由公众策划。 描述客户的简报: 我们的客户，港湾夜间收容所，通过提供服装、临时收容所、康复和支持，帮助无家可归者重新融入社会。 天堂给了我们一个简单的任务，帮助他们提高认识，从有限的预算中引入服装捐赠。 设计过程: 我们不想要无菌的服装驱动，而是一种互动的方式，让人们捐赠和接受，并一起了解彼此。 由于夜港是一个慈善机构，没有昂贵的商店或展览的预算。我们需要一种负担得起的、易于复制的方式来在任何有需要的社区交流和激活。 在公共空间，我们创建了关于无家可归者日常使用的低成本材料的互动商店 -- 纸板。 公众通过将捐款挂在模切缝隙上，并在折叠的海报鞋盒上扔鞋子来创建商店。然后无家可归者和助手一起浏览和购物。 结果: 我们呼吁在社交媒体上捐款，并在当地和国际博客、新闻、电视和广播中找到自己。 成千上万的捐赠者和无家可归者与商店互动。我们的店员是获得工作经验的避难所居民，以及教育无家可归者、送一些人去康复、帮助街上的人的实地工作者。 在南非，我们已经为 3500 无家可归者穿上了衣服，我们从 R5000 预算中获得了超过 r27 万英镑的公关收入，并向避风港捐赠了大量多余的衣服。 自从开源以来，我们已经收到了 121 多个托管商店的请求，它们已经开始在全球范围内出现。
街头商店
案例简介：Brief Explanation: We needed to make people aware of The Haven, but the challenge was breaking through deep-set social stereotypes. The “haves” fear the homeless; and the “have-nots” think the “haves” are blind to their plight. People want to donate but aren’t always sure how or where. And for the homeless, begging is degrading.We needed to bridge the gap to bring them together – making it safe and easy to donate, and dignified to receive. Introducing The Street Store - the world’s first rent-free, premises-free, free interactive “pop-up clothing store” for the homeless, made entirely from posters and curated by the public. Describe the brief from the client: Our client, The Haven Night Shelter, helps reintegrate the homeless into society by offering clothing, temporary shelter, rehabilitation and support. The Haven gave us the simple task of helping them drive awareness to bring in clothing donations, off just a limited budget. Design Process: We didn’t want a sterile clothing drive, but an interactive way for people to donate and receive, and come together to learn about one another. As The Night Haven is a charity, there wasn’t budget for a costly store or exhibit.We needed an affordable and easily replicated way to communicate and activate in any community in need. In public spaces we created interactive stores on cost-effective materials the homeless use daily – cardboard. The public create the store by hanging donations through the die-cut gap, and drop shoes on folded poster shoeboxes. Then the homeless browse and shop with assistants. Results: We called for donations on social media and found ourselves on local and international blogs, news, TV and radio. Thousands of donators and homeless interacted with the store and each other. Our shop assistants were Haven residents who gained work experience, and fieldworkers who educated the homeless, sent some to rehabilitation, and helped people off the street. In South Africa we’ve clothed 3500 homeless, we generated PR in excess of R27million off a R5000 budget, and donated van-loads of excess clothing to The Haven. Since going open-source, we’ve had 121+ requests to host stores, and they’ve begun popping up globally.
THE STREET STORE
案例简介：简要说明: 我们需要让人们意识到天堂，但挑战是打破根深蒂固的社会陈规定型观念。“富人” 害怕无家可归者; 而 “穷人” 认为 “富人” 对他们的困境视而不见。 人们想捐赠，但并不总是确定如何或在哪里。对于无家可归者来说，乞讨是有辱人格的。我们需要弥合差距，让他们团结在一起 -- 让捐赠安全、容易，并有尊严地接受。 介绍街头商店 -- 世界上第一个为无家可归者免费提供免费互动的 “弹出式服装店”，完全由海报制作，由公众策划。 描述客户的简报: 我们的客户，港湾夜间收容所，通过提供服装、临时收容所、康复和支持，帮助无家可归者重新融入社会。 天堂给了我们一个简单的任务，帮助他们提高认识，从有限的预算中引入服装捐赠。 设计过程: 我们不想要无菌的服装驱动，而是一种互动的方式，让人们捐赠和接受，并一起了解彼此。 由于夜港是一个慈善机构，没有昂贵的商店或展览的预算。我们需要一种负担得起的、易于复制的方式来在任何有需要的社区交流和激活。 在公共空间，我们创建了关于无家可归者日常使用的低成本材料的互动商店 -- 纸板。 公众通过将捐款挂在模切缝隙上，并在折叠的海报鞋盒上扔鞋子来创建商店。然后无家可归者和助手一起浏览和购物。 结果: 我们呼吁在社交媒体上捐款，并在当地和国际博客、新闻、电视和广播中找到自己。 成千上万的捐赠者和无家可归者与商店互动。我们的店员是获得工作经验的避难所居民，以及教育无家可归者、送一些人去康复、帮助街上的人的实地工作者。 在南非，我们已经为 3500 无家可归者穿上了衣服，我们从 R5000 预算中获得了超过 r27 万英镑的公关收入，并向避风港捐赠了大量多余的衣服。 自从开源以来，我们已经收到了 121 多个托管商店的请求，它们已经开始在全球范围内出现。
THE STREET STORE
案例简介：Brief Explanation: We needed to make people aware of The Haven, but the challenge was breaking through deep-set social stereotypes. The “haves” fear the homeless; and the “have-nots” think the “haves” are blind to their plight. People want to donate but aren’t always sure how or where. And for the homeless, begging is degrading.We needed to bridge the gap to bring them together – making it safe and easy to donate, and dignified to receive. Introducing The Street Store - the world’s first rent-free, premises-free, free interactive “pop-up clothing store” for the homeless, made entirely from posters and curated by the public. Describe the brief from the client: Our client, The Haven Night Shelter, helps reintegrate the homeless into society by offering clothing, temporary shelter, rehabilitation and support. The Haven gave us the simple task of helping them drive awareness to bring in clothing donations, off just a limited budget. Design Process: We didn’t want a sterile clothing drive, but an interactive way for people to donate and receive, and come together to learn about one another. As The Night Haven is a charity, there wasn’t budget for a costly store or exhibit.We needed an affordable and easily replicated way to communicate and activate in any community in need. In public spaces we created interactive stores on cost-effective materials the homeless use daily – cardboard. The public create the store by hanging donations through the die-cut gap, and drop shoes on folded poster shoeboxes. Then the homeless browse and shop with assistants. Results: We called for donations on social media and found ourselves on local and international blogs, news, TV and radio. Thousands of donators and homeless interacted with the store and each other. Our shop assistants were Haven residents who gained work experience, and fieldworkers who educated the homeless, sent some to rehabilitation, and helped people off the street. In South Africa we’ve clothed 3500 homeless, we generated PR in excess of R27million off a R5000 budget, and donated van-loads of excess clothing to The Haven. Since going open-source, we’ve had 121+ requests to host stores, and they’ve begun popping up globally.
街头商店
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THE STREET STORE
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基本信息
- 广告战役： #The Haven Night Shelter-设计与品牌-7d37#
- 广告品牌： The Haven Night Shelter
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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