Sense London, the experiential marketing agency, and charity Hands On London have come together to wrap up the city’s most exposed residents – its famous statues – to launch the Wrap up London 2017 campaign and encourage Londoners to donate their old coats to those in need.

Last weekend, three iconic London statues in high traffic areas – Sherlock Holmes at Baker Street station, Amy Winehouse at Camden Market, and Kinder Transport at Liverpool Street station – were adorned with bright red coats to raise heads, eyebrows and awareness for the cause.

Jon Meech, CEO at Hands on London, commented: “A person’s spare coat and your time cannot only help keep a person warm, it can also save their life. Sense has created something groundbreaking for us, and we could not be more pleased with how they’ve helped us spread that message.”

While explaining the strategy behind the idea, Lou Garrod, deputy MD at Sense London, commented: “We want to grab the attention of Londoners who are so often in head down mode as they travel through our city, and really get them to consider those who they probably walk past every day.”

In 2016, nearly 23,000 coats were donated, but in the seventh year of the annual collection the number of people living in crisis in the city is rising, particularly those who are young and homeless, so the need is even greater – especially when it comes to mens jackets.

It is because of this that Sense London has teamed up with Hands On London under the agency’s ‘No Time to Waste’ pledge; a promise to donate time, skill and resource to addressing real world, real people problems and raise awareness of truly important modern issues. This year alone the agency’s dedicated team has donated 230 hours volunteering under the scheme.

“Whether it’s big concepts, little ideas, product innovations, or simply rolling up our sleeves – every spare moment goes towards the greater good,” added Garrod.

The experiential campaign runs from November 6-7, inspiring the public to donate their coats between the November 13-24 . Any coats donated will be passed on by Hands On London to those who need them most, including the homeless, the elderly, families in need, and refugee charities.

To get involved visit wrapuplondon.org.uk and find your local collection point, or search online to find out more.