On Thursday 28 July 2016, The Sun International CEO SleepOut™ powered by Jacaranda FM, found its home on the iconic Nelson Mandela Bridge in Braamfontein, Johannesburg. A representation of Madiba’s dream for an equal, united South Africa, this location perfectly suited the second Event of its kind in this country.
The focus for the 2016 Event was on education as a vital means to eradicating homelessness. R20 737 279.00 was raised with R10 360 635.00 equally awarded to the three Primary Beneficiaries; The ASHA Trust, Columba Leadership and The Steve Biko Foundation – all of which up-skill the youth and youth educators. To learn more about what how each Beneficiary allocated the funds, see The CEO SleepOut™ BLOG’s Primary Beneficiary Legacy Project infographics created through The 2016 CEO SleepOut™ Event: The ASHA Trust, Columba Leadership and The Steve Biko Foundation.
A total of 168 C-Suite Members registered to take part in The Sun International CEO SleepOut™, and brought with them an Exceptional Colleague, Outstanding Student, and Inspirational Matric Learner to take part in the experience. Together, they became the #4Leaders4Change, engaging in an inter-generational discussion about creating change in South Africa. Throughout the night, participants took part in various activities, from making food to donating clothes and blankets, to benefit the local community.
The morning after The CEO SleepOut™, in collaboration with The Gift of the Givers, over 1 000 members of Johannesburg’s homeless community were invited onto The Nelson Mandela Bridge, and encouraged to take with them all of the items collected or made by the Event participants including clothes, sleeping bags, blankets, cardboard, wood and food. The shacks constructed and used for the Event were donated to the Zandspruit and Itsoseng Local Communities. Over 600 books were collected at the Event, donated by the #4Leaders4Change, and awarded to the Primary Beneficiaries.
Inspiringly, change wasn’t only taking place on The Nelson Mandela Bridge throughout the build-up and during the Event; across the country the call to action was heard: #SouthAfricaMustRise. Schools, Businesses and Students also spent the night outdoors on their school grounds, office parks and various campuses in solidarity with the #4Leaders4Chanage. They collected items for their chosen Satellite Beneficiary; under-resourced schools in their area.
In 2016, under The Philanthropic Collection’s™ 1World™, two Special Edition Publications were also created.
In partnership with Caxton and CTP Publishers & Printers, a 40-page newspaper was produced and given to Homeless Talk street vendors, to sell for R10 per copy, the profits of which were theirs to keep. The CEO SleepOutä Champions comprising Partners, Sponsors and Friends also purchased advertising space in the publication, and through this support a further R100 000.00 was donated by The Philanthropic Collection™ (Pty) Ltd to Homeless Talk as a contribution towards their monthly salaries for the following year.
A beautiful coffee-table book, created in collaboration with acclaimed photographer Debbie Yazbek, was produced, inspired by this Event and the need for true empathy amongst all South Africans. The book, made possible by The CEO SleepOutä, Sun International, Caxton and CTP Publishers & Printers and The Salvation Army, features haunting images of homeless community members from across South Africa. Along with the images, the book tells the uniquely personal stories of the communities, offering deeply personal insights into what life is truly like when you live on the street, answering the question: ‘How did it get to this?’ and giving a voice to those most often overlooked.
Copies can be ordered at firstname.lastname@example.org with a portion of the sale proceeds to be awarded to The Salvation Army.
Two important independent reports were generated around The 2016 CEO SleepOut™. The Ornico Campaign Report which measured the media reach of the Event showing an advertising value for The Event at R22-Million; and the IQ Business Campaign Analysis Report, which measured the Social Return on Investment (SROI), and increase in empathy, as a result of the Event.
In 2016, the cost to benefit ratio was 1:4.24. Meaning, for every R1 that was invested in the Event, a social return of R4.24 was created, producing a social value of R41-Million.
The results per the given Stakeholders showed that out of the participating CEOs 66% experienced improved corporate culture.
100% of the participating Exceptional Staff Members felt an increase in awareness levels for the cause of homelessness.
65% of the Outstanding Students felt an increased desire to succeed.
87% of the participating Inspirational Matric Leaners felt an increase in confidence levels with
100% of the participating Secondary Beneficiaries’ needs being alleviated.
This study does not include the measurement of the impact created for the Three Primary Beneficiaries, as the change that they will experience derived through the Legacy Projects has not as yet materialised.
However, assuming the achieved ratio of 1:4.24 is applied to the R20-Million raised, we could anticipate an additional social value of over R129-Million.
The impact as per The Satellite Stakeholders indicates that 67% participating Sympathy SleepOuts™ felt an increase in comradery and 62% of the participating School SleepOuts™ increased their involvement in charity events.
In 2016, Two Gold AMEC (The International Association for the Measurement and Evaluation of Communication) Awards were awarded to Ornico for both “Best use of measurement for a single event” and “Best measurement of a not-for profit campaign”, for its tracking and analysis of communications for The 2015 CEO SleepOut™, beating out campaigns by The Bill and Melinda Gates Foundation, UNICEF, and The Pope. A first for the African continent, we are humbled by the nomination and wins.
While the C-Suite spent the night on The Nelson Mandela Bridge, Schools rallied together in solidarity, and spent the night outdoors on their school grounds. In collaboration with Caxton Local Media, and hand-in-hand with Kagiso Media, Community Hours and D6 School Communicator 67 Schools registered to participate in The School SleepOut™ Events.
Liberty also hosted one of The School SleepOut™ s at Kingsmead College in Johannesburg where 5 Schools were invited to take part with the hope to bring Schools together and to foster discussion among peers.