The Life's Way - Journey of Visual and Written Content through Brands

Wednesday, 29 October 2014

#TheEmptyShop - Charity begins @SandtonCity Johannesburg

Hi Guys,

Sandton City has a heart of gold and while the centre is proud of being Africa’s ultimate shopping destination, Sandton City always seeks ways to help those for whom just buying a loaf of bread every day is often a struggle.
According to Statistics South Africa’s 2014 figures, 23-million South Africans are still living in poverty. To help combat this reality, Sandton City, in partnership with McCann Johannesburg, is proud to announce the launch of the award-winning global CSI campaign, The Empty Shop. Pioneered in 2013 at VillaLobos Mall, São Paulo, Brazil by Loducca, The Empty Shop has created a unique way of donating, and now it’s finally coming to South Africa. 
A novel approach to giving to charity, The Empty Shop concept is very simple: donate, style and empty. From the general public to fashion bloggers, stylists and celebrities, everyone is invited to contribute pre-loved clothing, which is then transformed daily on mannequins with show-stopping looks. Not only will people be able to donate alongside famous fashion and personality faces in South Africa, everyone who donates clothing will unite and be part of a new initiative, bringing charity and fashion together! Every evening the store will be emptied and ready to receive new donations the next day.
Launched yesterday on Tuesday, 28th October with a media and celebrity presence, The Empty Shop will see the first clothing donations displayed from 29th October to 16th November 2014. This ingenious fashion and charity store will be open in Sandton City’s Checkers Court daily from 9am to 7pm Monday to Thursday, 9am to 8pm Friday, and 9am to 6pm Saturday and Sunday.
All clothing contributions will go to Sandton City’s selected charity for 2014, HospiceWits. “We urge South Africans to embrace The Empty Shop campaign - remember that your previously loved clothing can change someone else’s life,” says Joy Ruwodo, HospiceWits’s Marketing Manager.

The Empty Shop has since been successfully hosted all over the world including Milan, Berlin, Austin, Buenos Aires and Riga. See more about this global initiative: https://www.youtube.com/watch?v=FE5G5uOk8B4
So don't forgot to clear your closet and almirahs for all the old clothes that you think you need or will wear them one day. That one day will never come and you won't wear your old clothes as you continue to buy new ones. Donate these at #TheEmptyShop and give some breath to your closets. 

Cheers!!!

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