Montreal, November 14, 2022 – The wall of kindness concept, born in the Middle East in 2015, has spread around the world. On Monday, November 14 at 10:30 a.m., Renaissance will open Montreal’s first two walls, where people can come and hang a winter coat they no longer need.
For two weeks, until November 27, the non-profit organization will collect winter coats to give back a little warmth to people in need. The coats will be turned over to the Old Brewery Mission, which will distribute them to people so they can stay warm in winter. It’s a simple and environmentally friendly way for generous Montrealers to lend a helping hand.
“When the marketing team suggested this concept, inspired by a social assistance project, I gave it the green light without a second thought,” says Éric St-Arnaud, CEO of Renaissance. “Giving back in this way is a small gesture that can make a big difference in people’s lives.” For him, joining forces with the Old Brewery Mission is a particularly important ingredient of the project: “We use a social economy approach which draws on the strength of the partners and the sum of their missions to support even more sustainable, even more environmentally responsible development.”
In partnership with Publicité Sauvage, the two walls of kindness will be installed at the corner of Sainte-Catherine and Bourbonnière and the corner of Iberville and Masson. Renaissance will collect the coats at the end of every day and deliver them to the Old Brewery Mission on December 5.
“Mutual support and collaboration among non-profit organizations are paramount if we want to have the greatest possible impact on the lives of the people we serve,” says James Hughes, President and CEO of the Old Brewery Mission. “We are very gratified that Renaissance has decided to give the coats hung on the walls of kindness to users of the Old Brewery Mission. Homelessness is an issue 365 days a year, but winter is a particularly difficult time because of the cold. This project will definitely help many people experiencing homelessness.”
Renaissance and the Old Brewery Mission encourage Montrealers to be generous, for “Giving brings joy.”