Keep A Friend Warm – Donate clothes to the homeless

Tweet The goal of this campaign was to make the people of Gothenburg, Sweden donate used winter clothing for distribution among the city’s homeless. A collaboration between the Femman department store and a local church charity, the campaign involved hanging winter garments from the regular Femman poster spaces, free for anyone to take. The tags and posters urged the public to donate unwanted winter clothes at the collection point in the lobby of the Femman store. The campaign yielded almost one garment each for the city’s 2 600 homeless over two weeks.


Agency: Dedicate. Art Director: Marc Zacharoff. Copy: Nina Janowicz.