Six weeks from launch, with only £614 spent, we have already sold over £35,00 worth of stock.
Problem: Homelessness in London has risen 37% in the last year and people aren't doing anything to help.
Insight: Although people want to help they feel uncomfortable handing over cash on the street. Local councils even reinforce that giving money can do more harm than good. However, the growth of the suspended coffee concept and the rise in people buying sandwiches to give the person sat outside Tesco show that the public are trying to find their own ways to help that don't involve directly giving money.
Solution: CRACK + CIDER is a shop where you can buy useful items that will be distributed to London's homeless in time for Christmas.
Name: The name stems from the insight that has driven the entire project: that people don't give those on the streets money because they worry it will be spent on drugs and alcohol.
Aesthetic: We believe that the most powerful motivator to inspire an emotional response is to provoke our audience to reflect on the rough sleeper that they walk by every day. Their homeless neighbour. This isn’t about ‘The Homeless’ as a collective. It’s not about ‘us’ and ‘them’. It’s about a very real human interaction that happens on our streets every single day. For this reason, we do not use images that denote 'the homeless person' in any of our communications.
Press Launch Event
To launch CRACK + CIDER we invited press, government, and friends to come together and listen to our panel discussion aiming to answer:
"How can we, as a community, help improve the lives of our homeless neighbours?"
On the panel we were incredibly fortunate to have:
Lucie Hill-Hempstead, Labour Campaign to End Homelessness 2030
Stephen Robertson, CEO of The Big Issue Foundation
James Furzer, award-winning architect for the homeless
Paul Williams, CRI Outreach worker
KK Outlet x CRACK + CIDER
We were invited to speak at KK Outlet's Meal Ticket Event on the subject of 'home'