Street Store brings global recognition to our doorstep

TALI FEINBERG

“The first Street Store took place in 2014. It was an idea by a creative director and copywriter team at M&C Saatchi Abel to provide a way to restore dignity to those in our society who are most in need, namely the homeless,” explains Abel, who is founding partner and chief executive of M&C Saatchi Abel and M&C Saatchi Group South Africa.

The concept is simple. People hang donated clothes on cardboard hangers and drop shoes into boxes, and the homeless help themselves. It’s a dignified “shopping” experience, and is the world’s first rent-free, premises-free, free “pop-up clothing store” for the poor, all on the street.

“What started as one Street Store in Cape Town in partnership with our client, The Haven Night Shelter, has evolved into a global initiative that went open-source for anyone to download a toolkit to create their own Street Store. Today we are almost at 1 000 Street Stores globally,” says Abel.

Fast Company named the Street Store as a finalist in the “best idea from the Europe, Middle East, and Africa region”, and also in the creativity section. Fast Company is arguably the world’s leading business media brand, with a focus on innovation in technology, leadership, world-changing ideas, creativity, and design.

“This is a great achievement for us and for South Africa as it continues to show how creativity can play a vital part in the offering of solutions to some of the biggest issues facing humanity,” says Abel.

“These awards look at initiatives from around the world and the largest brands. For a creative company at the tip of Africa, being recognised by such a large-scale publication and award is monumental. It also shows how important the Street Store is in uplifting society and those in need. In addition, we were up against the likes of R/GA, Gucci, P&G, Nike and so forth, so as I like to say that while we were recognised by Fast Company, we were keeping very good company too.”

The concept of the Street Store has evolved since its inception. “Last year, it partnered with Home Suite Hotels to get a Street Store hanger in each room. Travellers are prompted before they travel to bring clothing they want to donate and leave it at the hotel for future Street Stores. We plan to roll this out into global hotel groups,” says Abel.

Initiatives like the Street Store are a key part of his agency’s ethos “which has always been about creating a space where we don’t just create ads, but go beyond this and do further good in society”.

“This has been why we have also been involved in designing the award-winning Nelson Mandela Tower of Light in Port Elizabeth. The Tower of Light’s 27 stories represent the 27 years Mandela spent in prison. On climbing the 81 metres to the building’s top to reflect on Mandela’s life, visitors will hear audio recordings of key moments such as the Rivonia Trial, his speeches, and sounds of Qunu in the Eastern Cape where he grew up.

“We’re excited about this project, even more so because Port Elizabeth is where I was raised and where my family has been for generations. To be able to give back and uplift the community is an incredibly proud moment”.

Abel says a large part of his career has been about transformation. “Finding ways to give back and always making sure that in everything I do personally – and we do as an agency – we do to uplift South Africa. If you look at the Street Store and what it stands for, you can see why we call it one of our ‘force-for-good initiatives’.”

He believes in the ethos of tikkun olam (repairing the world) and the fact that it’s our duty as people – not just as Jews – to help where we can. “South African Jewry has a huge social conscience,” he says. “I’m in awe of the myriad of philanthropy and outreach programmes that have defined us, and our deep commitment to helping those who need it. The Lubner’s Afrika Tikkun is a shining example, as are newer initiatives like Bradley Stern’s Cans with Purpose and Alan Browde and Gidon Novick’s SA Harvest trucks and food distribution.”

Being in lockdown means that Street Stores can’t be hosted on the streets. “But just because we’re locked down doesn’t mean that homelessness goes away. In fact, once we’re out of lockdown, there might be more homelessness and people in need,” says Abel.

“So, we’ve just launched our ‘Lockdown Street Store’. Given that we can’t host a physical Street Store, we’re asking people to take the time while they are at home, clean out their cupboards, and fill some black bags with clothing. Once we’re out of lockdown, we’ll let them know where to drop them off.

“Can you imagine the difference we could all make in South Africa if we just filled one black bag with clothing we don’t need but someone else does? It could improve the winter comfort of so many people.”

Abel says his agency will continue to go “onwards and upwards”, even in these uncertain times.

“As an agency and as a group, we’ve been extremely lucky to have a mix of clients who are still providing an essential service during the lockdown, which means we continue to work, albeit remotely. At the same time, we have clients with international teams, and we have been invited to do work for their international brands.

“We believe we continue to offer value to our clients. Now more than ever we need to be there for them to guide them through this tough time until we reach more predictable, safe shores. This is our new normal.”

The agency is also involved with Baphumelele Orphanage, and Bethany House, a women and children’s shelter. “We have been a key patron and advisor to the group #ImStaying almost since its inception, and given our commitment to contemporary art on the continent, we have been involved in the creative strategy for the Zeitz Museum of Contemporary Art Africa from when it was a concept to launching the gallery and beyond.

“I remain inspired by the huge heart of our community in rallying to the challenges of all South Africans,” Abel says. “We often come in for unfair criticism based on prejudice and ignorance – as is the case with Jewish communities around the world – but it never dampens our spirit of giving, philanthropy, or the huge passion, interest, and enthusiasm we have for the things we do.”