The Ask
Create a stunty act, using the Havas lobby to encourage donations to unhoused locals and garner PR.
The situation.
Last year, more than 18,000 migrants moved to Chicago- increasing the number of unhoused locals to 68,000. In a town known for its holiday windows, one display will bring joy to more than just the shoppers downtown.
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The first snow fell on Halloween, stirring up excitement for the coming holiday season but not for those unhoused and new to Chicago cold.
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For generations, Chicago Christmas windows have inspired a season of joy and giving to those we love.
,marshal fields,
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The Havas Chicago office is located a block from Michigan Avenue, right next to stores like Nordstrom- giving us a unique opportunity to catch the eye of passersby.
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In partnership with The Night Ministry, we collected clothing donations in our lobby, as well as monetary donations via the QR code featured on the display. All to bring more than just warm wishes to Chicago’s unhoused.
Gather donations to help the unhoused survive the Chicago cold.
The strategy.
The campaign.
Share more than warm wishes.
The Donation Display
Havas partnered with The Night Ministry, a local NPO that specialized in meeting unhoused Chicagoans where they are, offering clothes, medical evaluations, and food. Our holiday window depicted the local snowy area with three purple coats suspended in front, encircled by the words “ share more than warm, wishes”. A Qr code on the window led visitors to the donation page where they could donate enough money for “new clothes”, “a week of groceries”, or “a new coat”.
The Results
The month-long campaign generated 3.96M UVM. unique visitors per month
Dollars Raised: +$1,500
Coats donated +10
Increased awareness for The Night Ministry
My contributions
Creative Briefing
Thought Leadership
Partner Vetting
Client
Havas Chicago
Year
12/2023