Christmas is all about spreading good will. Many agencies do that in the form of Christmas cards, but we wanted to make a bigger impact and really share some ‘good will’. So what better place to do it than in our local area of Camden. One of the London boroughs with the largest amount of homelessness (300 people every night). We partnered with a local homeless charity C4WS and in talking to them we discovered that socks are one of the most needed, but least donated items.
There is a real truth about socks at Christmas. How many of us go through Christmas without receiving at least one pair of socks? So rather than asking for food or money, we created a campaign with attitude. Our ambition was to provide every homeless person in Camden with a pair of socks to keep their feet warm in the winter. We created an online film, a micro-site where you could apply for a sack to collect socks, sent targeted emails to our clients, competitors and sister agencies, bagged space in the Metro for a press ad, produced a Facebook ad and deployed extensive social media activity around the hashtag #GiveASock. We also targeted high profile businesses and advertising agencies around London to donate socks. We went from a simple idea to a fully-fledged campaign in two weeks.
There are 300 homeless people in Camden and our aim was to provide every single homeless person in the borough with a pair of new socks. We not only met this target, we smashed it. We raised 2685 pairs of socks, managing to supply every homeless person in Camden with a new pair of socks, every day of the week. We reached an audience of 2M in our press ad in The Metro and won over the hearts and minds of London’s adland. PR-wise, the Campaign featured in The Drum, Campaign and Shots. The generosity of sock companies and fashion retailers around London who have donated socks overwhelmed us, with some prominent football clubs Arsenal and Queens Park Rangers among them. It just shows what can be achieved if we all Give A Sock.