With winter fast approaching, Meir Panim Relief Centres needed to raise money to provide the homeless with desperately needed clothing and blankets. In order to raise money, we needed to create awareness of the need for clothing and blankets for the homeless in winter.

Mimicking the launching of a real fashion brand, we staged a photo shoot and launched the Meir Panim “Winter Collection 07/08”: a line of fashion made exclusively of used clothes collected from the homeless.

The 'new collection' was featured in catalogues placed at leading retail fashion outlets and featured in an outdoor campaign, all with a direct line to call for donations.The idea was to change the way people value their clothes by bringing together two opposite dress concepts: clothing as fashion and clothing as survival.

Homelessness was put back on the public agenda. We gained vital "free" exposure for the appeal. Prime time news and nationwide newspapers covering 70% of the population picked up on our story. Thanks to the awareness we generated, Meir Panim raised an unprecedented sum for clothes and blankets for the homeless.