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Crack+Cider leaflet. Photograph by Federica Tedeschi |
The world’s first
shop for homeless people, CRACK+CIDER, has opened last week with the aim of
keeping many rough sleepers warm during the winter.
Goodwill shoppers
can buy a hat, socks and gloves set for £7 or a backpack for £15, while a
winter jacket costs £25.
The project has been entirely conceived and funded by strategist Charlotte
Cramer, 25 and advertising executive Scarlett Montanaro, 26 who met at the University
of the Arts in London whilst studying Advertising:
“Living in London, we were walking
past many homeless people every single day without doing anything and we felt
really bad about it.
“But it wasn’t until we came up
with this idea that we started researching and found out the scary statistics
on homelessness”.
Charlotte Cramer explained her concern about facts being much worse than
government statistics show. She and her business partner have contacted a
couple of organisations and found out the actual figure of people sleeping
rough in the capital is around 7,000 a year.
“Because the Government statistics
are inaccurate, the problem is not receiving the amount of attention it should.
We wanted to help homeless people during the winter and chose a provocative
name to stimulate discussion among the public”, said Ms Montanaro.
CRACK+CIDER is a
provocative name indeed and so far this nonprofit project has received media
coverage almost on a daily basis. Even the Labour party and Hackney Council
have taken an interest in the debate.
“The topic deserves this type of
discussion, it deserves a provocative name because passers-by reluctance to
give money to homeless people is based on the assumption that their donations
will be spent on crack and cider. This concept has
driven the entire project
and to ignore it
would feel like we have been unnecessarily apologetic”, stressed
Charlotte Cramer.
“We have received a few negative
comments about the name CRACK+CIDER, but none of them from a homeless person!
“So many rough
sleepers have reached out to us to leave positive comments. During our launch
night a homeless man came in asking about the distribution dates and he was
very thankful for our idea”, added Scarlett Montanaro.
The initial sales proceeds of CRACK+CIDER
are a clear indicator of success and any profits will be reinvested.
“We had initially
set ourselves a target of £1,000 stock to be sold during the month of November,
but we cleared that in online sales before the actual launch and made another
£2,000 during the following 48 hours!
“We feel we have to keep it going
with such a positive response and have decided to stay open until the 23rd
of December”, said Ms Montanaro.
CRACK+CIDER
relies on five independent distribution partners that work
across the capital and their support is really important in
order to ensure that all the purchased items are allocated among those who
actually need them.
“Considering the
response so far, we may have to get more distribution partners!”, emphasised
Ms Montanaro.
What is the incredible success of CRACK+CIDER
really about?
“The project is providing an
answer to something that people question every single day, as homelessness is never
too far away from us in London. Most CRACK+
CIDER customers are young Londoners between the age of 18 -28 who share the unpleasant
feeling of not being able to help those rough sleepers they regularly see on the streets.
“The way our
project works is so straightforward that people can understand where the money
goes and the impact each donation is going to have. By giving them a tangible
benefit of their goodwill, we enable people to donate even more. Not by chance,
the average contribution through our website has been £26, while the average
donation to a charity is about £9”, highlighted
Ms Cramer.
Talking about the future, the two young entrepreneurs really seem determined
to expand their project:
“With CRACK+CIDER we would love to
set up in another city in the short term, while we think this is a big
opportunity to develop a new approach to charitable giving in the long term”.
The project is also a big opportunity for clothing brands to work
closely with CRACK+CIDER and contribute
to the community.
Goodwill shoppers
can visit pop-up shop CRACK+CIDER in 73
Kingsland Road, Hackney, until December 23. The website, which offers the same
items, will remain open after the shop closes: http://crackandcider.com/