Wunderman has announced the “Give A Sock” seasonal campaign, which will provide much-needed new socks to those sleeping rough in Camden. “Give a Sock” launched last week 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; definitely not socks! The campaign will run until the 16th of 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.
Putting its money where its mouth is, Wunderman will also host a range of sock-inspired initiatives, including a staff “Christmas Jumper and Sock Competition,” celebrating those with the most inspired combos! 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. Almost 300 people in Camden sleep rough on a typical night, and almost half are experiencing their first night on the streets.
“While the gift of socks at Christmas is often as unpopular as a serving of sprouts, those of us working with homeless people know that socks are a much needed item”
Ian Haworth, ECD at Wunderman UK, said: “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, added: “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.”