October 27, 2008
HONEY + Saffron Road + Feist = Lots of Jeans for My Sister’s Place
The second annual It's in Our Jeans to Give campaign launched this week and Saffron Road was thrilled to receive the first two pairs of jeans this year from Feist, who made the donation prior to her concert at the John Labatt Centre. HONEY supported the cause-related campaign with public relations, media relations, web and creative design. With media coverage from Fresh FM, the London Free Press and a segment on Roger’s Television program, Daytime, the campaign is sure to be a great success again this year.
It's in Our Jeans to Give was an idea that HONEY and Saffron Road’s owner, Gail-Lynn Gastaldi, envisioned last year following a conversation about how great a favourite pair of jeans can make a woman feel. The collection campaign started with the idea that women often feel most comfortable and confident in a pair of jeans and that everyone has several pairs, some of which they don’t wear and could certainly donate.
One change in the campaign for 2008 was that the jeans were collected for My Sister's Place ~ Transitional Support Centre. My Sister’s Place is a women only, daytime space where women who are homeless or at risk of homelessness can come for personal hygiene products, socializing, a hot meal, access to resources, participation in any of the centre’s programs, and most importantly, a feeling of safety in a warm, nurturing and welcoming environment.
My Sister’s Place helps about 90 women each day and providing clothing is just one of the many services they offer. The transitional support centre also advocates for women to help find shelter, health care and the supports they need. Last year Londoners donated over 100 pairs of gently used jeans and this year Saffron Road is hoping to collect even more.