15 below project was born on Taxi's 15th anniversary. With it TAXI want too create ideas that give back to the community. Their first initiative is survival gear for the homeless - a jacket lined with pockets that can be filled with newspaper which keeps people warn even when temperatures drop to -15 degrees. The coat is made from Aquamax, a waterproof, breathable fabric laminated with a nonporous membrane. Taxi plans to ship 3,000 coats in 2008 to cities where Taxi has set up shop, including Toronto, Calgary, Montreal, Vancouver, and New York.
Steve Mykolyn testing out the coat in a freezer. watch a film of the test here
“I never felt cold, it was perfect,” Mykolyn said in an interview with DigitalJournal.com. “I had to test it out, because as a creative director I’m the last signature on a piece of advertising, so I wanted to bring that same level of high standards to this coat.”
Via Digital Journal
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I don't like this. Getting people who lack homes coats just feels wrong.
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PermalinkWhat exactly feels wrong about it? Should they be left to freeze in their cardboard boxes?
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PermalinkBenihahna,
I think I understand what you are saying (please, correct me if I am mistaken).
It is true that supplying permanent shelter to those who are homeless is the best thing to do, but I think what Taxi is trying to do is supply these special coats to the homeless when the temperature drops to -15 degrees (or below) so that those who are not able to find warm shelter, shelter beds are limited and fill up fast, might not freeze to death.
You may argue (and I might be inclined to agree with you) that for the amount of money Taxi spent on research and development, and will spend on manufacturing, storage, and shipping of these high-tech coats, they could have spent that money on more shelter beds, or permanent housing, but they didn't. They did, perhaps, the next best thing.
In my view, it is Taxi's money, and they can spend it how they choose, and I think they did spend their money on something worthwhile, but only time will tell for sure.
"Happiness is overrated."
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PermalinkRegardless of whether the homeless have shelter beds, they still spend much of their day on the streets, and they still need warm coats. Many homeless people choose not to go to shelters for a variety of reasons. Shelters can be violent places, and they may feel that they and their property are safer out on the street fending for themselves.
New York Cares has a coat drive every year where they collect tens of thousands of coats for the homeless and less fortunate of the city. When I was living in NYC, my kids and I would go buy coats every year and drop them off at our local police precinct. They accept old coats as well, as long as they're still in good shape. Lot's of other cities have similar programs.
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PermalinkYou are correct, I thought it was strange to hand out clothes instead of shelter. But now that you mention it, of course they are out all day in the cold too where a coat will surely help.
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Permalinktod.brody,
Yes. Those are points I didn't mention.
Benihahna,
There are many homeless surveys online that help in learning what the homeless want and need.
"Happiness is overrated."
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PermalinkYes, what tod.brody mentioned. But the thing that feels odd is that an ad agency does this, it smells of triyng to get good PR.
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PermalinkBut if that were the case, every time an agency did some worthwhile pro bono work, or donated it's time and services to charity, it could be accused of "trying to get good PR."Sometimes people just do good deeds because doing good deeds is a good thing. If they happen to get credit for it, and people look upon them kindly, that's a good thing too.
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PermalinkBenihahna,
Could you explain why you might think Taxi is doing this just to get good PR? I'm not looking for an argument, I'm just curious.
"Happiness is overrated."
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PermalinkI agree. If an agency, or anyone for that matter, is suspected of having ulterior motives every time they do a good deed, some will stop doing them. A little less cynicism is probably a good thing.
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