Wunderman UK has announced “Give A Sock” a seasonal campaign that will provide much-needed new socks to those sleeping rough in Camden.
“Give a Sock” launches in partnership with the C4WS Homeless Project, and aims to collect sackfuls of socks from local businesses, Wunderman UK staff and clients, other WPP agencies and the sector more broadly. The largest donation will receive a prize .
“While the gift of socks on Christmas Day is often as unpopular as a serving of sprouts, those of us working with homeless people know that socks are a much needed item that can be in short supply,” says Sam from C4WS. “That comes as a bit of a surprise to most people. And that’s why Wunderman’s campaign provides exactly the boost that we need as we head into what’s forecast to be one of the UK’s coldest winters in years.”
The campaign will run until 16th January when Wunderman UK will collect what it hopes will be an overwhelming quantity of socks from participating organisations. The agency will deploy an arsenal of humorous social and online tactics designed to raise awareness of the campaign, encouraging people to re-evaluate the role of the humble sock this season! Give A Sock assets including posters and other items will be available to download from the campaign website.
Wunderman UK will host a range of sock-inspired initiatives, including a staff Christmas Jumper and Sock Competition. The agency will also reach out to industry figures known for their flamboyant dress sense, challenging them to post examples of their “sock-sense” on social media. Agencies can also show off their bulging sock-sacks using the hashtag #GiveASock.
Ian Haworth, executive creative director at Wunderman UK comments: “Socks at Christmas are as traditional as roast turkey, knitted jumpers and nan asleep on the sofa. But like most people we’d never really thought about socks as a critical item for people sleeping rough. So when C4WS told us that socks are one of the least donated items, we knew that instead of the standard charity Christmas Card we wanted to do something much more practical.
“Facing a harsh winter on the streets without socks not only means cold toes, but also leads to nasty foot problems and disease. By asking people to join us and ‘Give A Sock,’ we can make a real difference to the lives of people who don’t have a home to go to this Christmas.”
Sam Forsdike, welfare coordinator at C4WS Homeless Project adds: “A crisis can affect us at any time of the year. For us, it’s never right to be homeless, whatever period of the year. With the ‘Give A Sock’ campaign, we’re tapping into the spirit of Christmas gift giving by encouraging people to donate one of the most essential items, which can help homeless people stay warm and avoid disease.”
Almost 300 people in Camden sleep rough on a typical night, and almost half are experiencing their first night on the streets.