Every neighborhood should have their local Street Store
This is such a wonderfully human idea, cooked up by two advertising people, and enabled by their agency, M&C Saatchi in Cape Town. It’s a pop-up store in the affluent neighborhood of Cape Town, called Greenpoint, and it’s a pop-up store for the homeless. The human psychology insight here is that people are willing to donate more clothes and more often, if they don’t have to go through the hoops of dropping the bags off, scheduling the pickup times, and the like. Best is just to let them drop it in front of their own door. Which is roughly what the “Street Store” does. Clothes are neatly displayed, making them easy to browse through, so homeless persons can pick and choose the items they like. All the print materials, that both housed the clothes and announced the shop, were made re-printable, so anyone who wants to replicate the idea under the same brand can do it. Great idea.
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