Campaign: SleepSmart

Client: StreetSmart
WPP company: Forward London

Set up in 1998 with the support of Forward UK, StreetSmart raises money for homeless charities in London and the North East by asking diners to pay an extra £1 when they eat at participating restaurants throughout November and December. Supported by leading chefs and restaurants, StreetSmart has raised over £4.2 million since its launch.

In 2010, Forward helped the charity launch SleepSmart, which asks guests to pay an extra £1 when they stay at participating hotels. Forward designed a new logo and promotional material to communicate the new campaign to hoteliers and their guests. So far 20 hotels have joined and raised an estimated £40,000 for homeless charities in 2010.

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