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November 10, 2010

Cardboard shelters get a lot fancier in homelessness installation

By Todd Wasserman on Wed Nov 10 2010


Those watching this year's Veteran's Day Parade in New York City will see a curious sight: a fully furnished apartment made of cardboard at the parade's end point on Fifth Avenue between 58th and 60th Streets. What gives? A program developed by JWT with Rubenstein Associates, a PR class from New York University and two teams of students from the Fashion Institute of Technology aims to draw donations to a New York non-profit called Services for the UnderServed (SUS). The idea is that potential donors can see items like microwaves, beds and lamps that help homeless people get back on their feet through the program. Direct donations to the organization can be made online through Giftsnyc.org. Anyone can make a $10 donation via mobile phone by texting "SUS" to 20222.


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