How Melbourne’s new ‘street food’ is helping rough sleepers
Deliveroo has partnered with homeless charity The Lighthouse Foundation in an initiative that gets hot meals to the homeless.
- Agency BWM | Dentsu/Melbourne
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This clever campaign extends the luxury of ordering in to those living rough in the Australian state of Victoria.
Created by Melbourne agency BWM Dentsu for online food delivery service Deliveroo and the Lighthouse Foundation, the Homeless Delivery project offers customers the opportunity to donate AUS$1 to help those in need while ordering from participating restaurants.
The crowdsourced cash funds AUS$20 meal vouchers that Lighthouse distributes directly to rough sleepers. Studies show that 95 per cent of Australian homeless people have smartphones, so the project is able to use GPS location tracking to enable the homeless to order a meal of their choice from the free Deliveroo App, which doesn’t require a residential address.