Lands’ End’s partnership with the Big Boston Warm-Up needed an online presence to encourage people to donate winter coats to the homeless and keep people engaged with the cause long after they had donated.
The Big Boston Warm-up was an effort to collect coats for every homeless person in Boston (7,681 from last year’s census). Lands’ End stores around the nation joined the cause, collecting coats from their local communities and distributing them through their partners. People were able to bring their gently used coat to any Lands’ End Shop at Sears during the month of November. The online hub allowed Lands’ End to reach more people, spreading the word about donating.
The site focused on educating the public about the realities of homelessness through animated milestones. Each milestone illustrated the significance of a segment of the homeless population. Every day the total coat donations were updated on the site and the Big Boston Warm-up Facebook app so people could see the progress in real-time. Donators in Boston also received a unique tracking code to retrieve a personalized message on the site.
To further inspire the cause, Lands’ End installed 768 life sized wooden figures in Boylston Plaza at Prudential Center to represent the homeless people who would be warm this year. As coats were donated, the figures received a red heart, symbolizing that ten people were that much warmer during the winter.