The first ever ‘infectious’ wrapping paper has gone on sale today to help raise awareness and funds for homeless people this Christmas.
Designed to look like snowflakes, the festive gift wrap re-creates viruses which pose serious health risks to people sleeping rough this winter including the common cold, influenza and pneumonia. All proceeds will go to St Mungo’s, the charity which helps people who are homeless or at risk of homelessness to rebuild their lives.
The innovative idea is the work of creative agency WCRS who came up with the idea and decided to donate 100% of the proceeds from the sale to the charity. It follows reports that Britain is facing one of the coldest winters yet with long-range forecasters predicting freezing winds and heavy snow until February.
A total of 6,437 people were seen rough sleeping by outreach workers in London during 2012-13 – a 13 per cent increase on the year before. Of these people 4,353 are new rough sleepers – the equivalent to 12 new rough sleepers a day. Nationally, the number of rough sleepers is also escalating – with an increase of 31 per cent over the last two years.
Christine Mortensen, from St Mungo’s Fundraising team, said: “We are very grateful to WCRS for donating such an innovative, creative idea to help support our work. Poor health is both a cause and a consequence of homelessness. We hope the wrapping paper appeals to people wanting something different for their family and friends, perhaps those who are doctors, nurses and healthcare professionals – and buying it will mean we can help people recover from homelessness.“
Ross Neil, Creative Director of WCRS said, “The Christmas season descends with the usual tide of familiar indifferent (albeit warm) Christmassy-ness; the usual customary snowflakes, little trees and bobbles all in red and green. We decided to subvert this very recognisable language with an actual message. Taking the classic wrapping paper design and making it mean something is one thing, but to make it look so rich and familiar at the same time is a true feat. The rich density of the designs mean each one reveals more and more on closer inspection. Making a cold, clinical, medical image into something warm and (dare I say) Christmassy.”
The limited edition wrapping paper is printed on 100% recycled stock and will be sold in sheets by selected retailers and online at www.wrapupproject.co.uk.
Wrapping paper sheet prices:
1 for £2.95 (available from a retailer), 3 for £8, 5 for £12.50 and 10 for £24.00
Creative Director: Ross Neil
Creatives: Doug Fridlund & Mikael Alcock
Account Director: Olenka Lawrenson
Design: Tomek Drozdowski
Online design: Felipe Faundez
Design Director: Daniel Atkinson
Production: Mark Lambourne & John Collins
Photography: Alex Talikowski