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In a few weeks I’ll be heading to Brazil for the World Cup.  Knowing that Brazil’s poverty situation is extremely dire, I decided that I would bring a bunch of my clothes, which I normally would donate to the Bowery Mission in NYC, to donate while I was in Rio and Sao Paulo.  While I was doing a little research on charities I could donate to in Brazil, I stumbled upon this video and thought it was amazing.

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“The Empty Shop” is a blended initiative of PR & Philanthropy executed in the most perfect way.  From the minds of Brazilian Ad Agency Loducca for VillaLobos Mall in Sao Paolo, The Empty Shop is an initiative to fill a transparent store with clothing donations.  Basically to have people stock a fully merchandised store with clothing donations, like a living art installation, throughout the day.  At the end of the day the clothes are taken down and given to charity.  It’s a creative and beautiful way to market the concept of charitable giving.  In doing a little more research I’ve now learned “The Empty Shop” has since been executed in many cities around the world, and has been donated to by even the biggest celebrities.  The ad guy and the philanthrop in me thought this was an amazing creative initiative, and I hope someone brings this to NYC.

Check out this video and see for yourself:

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