One Night Stand Sleepwear launches with money-raising stunt in Melbourne via ProjectProject

Melbourne-based Communications Technology company, ProjectProject has successfully built and launched social enterprise brand, One Night Stand Sleepwear.

The launch included a major PR stunt and integrated PR, digital and social media communications campaign  – that even positively caught the attention of Sir Richard Branson himself.   

Entrepreneur and founder of ONS, Jamie Green, stood in a Perspex box for 24 hours in Melbourne’s famous Degraves street in front of supporter brand Grill’d. It was both a brand launch and an effort to kick-start a crowd-funding campaign in a bid to pre-sell $24,000 worth of the label’s first full sleepwear range. As a social enterprise, every purchase of One Night Stand Sleepwear supports young people sleeping rough by providing meals, and assisting with employment.

It is a sleepwear brand with a core goal to tackle youth homelessness.

During the 24 hours, Green was joined in the cosy 600 sq.mm box by prominent change-makers from Streat, Smiling Mind and Grill’d as well as various supporting partners, comedians, musicians, and even a new bride.

Says Green: “It was amazing to meet and share stories with people from all different walks of life. What I found particularly moving was seeing first-hand the issues One Night Stand exists to address: one homeless man had his gear stolen right in front of us. This stuff happens every night. We are making a continued stand for this reason.”

Local musicians performed as day turned to night, with popular street band, The Pierce Brothers, seeing the campaign through its half way mark and filling the iconic Melbourne laneway with passionate, umbrella-clad supporters.

25 hours after Green stepped inside the box the $24,000 goal was met.

Says Green: “It was definitely harder than I could have imagined, but I’d do it again, a million times over, to help make change for young people around the world.”

A couple of days following the stunt, Green received direct social media communication from Sir Richard Branson himself, congratulating the founder on his vision and efforts.

The campaign, which leveraged ‘Friends With Benefits’ (brand supporters and sponsors) ING Dreamstarter, Grill’d, MTV, Sonos, Virgin Unite, Project Project, Young Vagabond, Streat, Smiling Mind and many passionate individual supporters via multiple social and other PR channels, raised global awareness for the brand.

The event received worldwide coverage such as televised features on the ABC’s ‘The Business’, Channel 7 Sunrise, Channel Ten NEWS and MX Newspaper on the day, a radio interview with ABC and 3AW an article in Melbourne Weekly Review, and real time co-ordinated social support with Virgin Unite, Frankie Magazine, and many others in the lead up and on the day itself. 

Sleepwear pre-sales continue to climb as the campaign remains live on social impact crowd-funding platform, Start Some Good, until Friday April 18.

People can view the full range and pledge support at www.startsomegood.com/onenightstand.