Master MoltyFoam Pakistan’s leading mattress brand initiated its (CSR) Corporate Social Responsibility campaign with a Moto: How important a Good night sleep is?
There are a lot of homeless people in Pakistan generally laborers from rural areas who work hard during the day and sleep at nothing but rough surface of pavements during every night. They are the ones who will not get the comfy beds to wake fresh in the morning like us.
To overcome this problem, the mattress brand has brilliantly transformed billboards into the world’s first Billbeds.
In this regard, Master MoltyFoam took a great initiative and placed convertible billboards that advertise during the day and with a flick of a hand, it becomes bed at night.
This CSR campaign entitled as ‘Help bridge the Divide’ and is conceptualized by agency BBDO with help of master MoltyFoam is worth mentioning as 40,000 Laborers and homeless people are sleeping a little more peacefully every night, from the last 6 months.
After knowing that there are about half a million people on the streets living homeless life in every main city of Pakistan, both (MoltyFoam and BBDO) cash this opportunity to serve people sleeping outdoors.
These beds are placed across 9 cities of Pakistan including Lahore, Multan, Sheikhupura, Gujrat, Rawalpindi, Daska, Faisalabad, Sialkot, and Gujranwala.
These billboard beds are weatherproof or hammock-like mattresses that show advertisement during the day, but this same billboard panel serves as comfy night bed for any needy and homeless at night.
This is the great way to revolutionize the advertisement industry by the firms, meanwhile offering self-service beds to citizens living without a shelter. In the past, we’ve seen similar idea of billboard homes by DesignDevelop.
However, Billbeds are surely the world’s first ever mattresses displaying ads while offering an appropriate space for shelterless populace of a particular country.
This concept of Billbeds for homeless can be applied to other countries or regions across the world, where lots of people spend restless nights due to not having a suitable resting place.
You can check out this video to find out more about this noble project.
