More than a dozen Toronto agencies are banding together to help the homeless with “The Sweater Off,” an effort which answers the question: What happens after National Sweater Day?
National Sweater Day is an annual initiative from the World Wildlife Fund (WWF) that encourages Canadians to conserve energy and reduce greenhouse gas emissions by turning down the thermostat and throwing on a sweater. This year’s National Sweater Day took place on Feb. 5.
Developed by Red Lion Canada, in collaboration with non-profit organization the Institute of Communication Agencies (ICA), “The Sweater Off” asks members of the Toronto-based ad community to donate those sweaters to those who need them most- the city’s homeless community.
Matthew Litzinger, president and chief creative officer at Red Lion said the agency was eager to find a way to make, a great program even better, and bring a global cause down to a more personal level.
“We thought, maybe there’s a way after helping all of our environments to help these people’s individual environments,” Litzinger said. “There’s a lot of people that don’t have that luxury of having a thermostat, their immediate concern is that they’re cold.”
Red Lion staffers have distributed posters and donation bins to 14 Toronto-based agencies including Leo Burnett, Taxi, DDB and Cossette. The bins will be collected on Feb. 11, and the sweaters will be given directly to the homeless.
Litzinger said based on the amount of “participation and traction,” it receives, “The Sweater Off” could expand to the rest of Canada next year.
“The Sweater Off” is being promoted via a dedicated website TheSweaterOff.com and through ICA’s social channels.
