The Institute of Promotional Marketing has named Wrap Up London by Sense the best campaign in the Not For Profit, Charities and Public Sector category at its annual awards ceremony.
Managed by charity Hands On, Wrap Up London is launched each winter to encourage Londoners to donate their old coats to people in need to help prevent cold-related deaths. This year Sense ran the campaign, which involved clothing iconic London statues in red overcoats to draw attention to the cause and boost donations.
Explaining the reason behind giving the campaign an IPM Gold award, the judges said: “Wrap Up London was a startlingly effective pro-bono agency initiative, helping Londoners see the hardest thing to spot: hardship right under their noses.”
Every year, charity Hands On London gathers old, un-needed coats and distributes them to people living in crisis who need them. In 2017, 20,000 coats needed to be collected, a 50% increase over 2016.
“Our solution was to wrap up London’s most famously exposed residents – its statues!” explained Sense Deputy Managing Director Lou Garrod. “We toured the capital clothing iconic figures in toasty red parkas, including statues of the refugee children of Liverpool Street and ambassador for youth addictions, Amy Winehouse. Each statue was wrapped up nice and warm, each with the charity call to action stitched in as a label. Branded comms supported the initiative.
“Millions of Londoners who had passed these statues on auto-pilot almost every day of their lives did a double take. The message was so clear it needed no explaining – just when and where to leave unwanted coats.”
The campaign was highly successful, with an impressive 26,000 coasts being donated to help London’s most vulnerable people, beating the target by over 20%!