The traditional donation box has been given an eye-catching makeover in a São Paulo campaign by WMcCann for the Salvation Army.

The Salvation Hanger initiative invites Sheraton Hotel guests to hang items of clothing on hangers as a donation to those who need it most.

The action is based on the premise that whatever doesn’t fit in the suitcases of tourists in São Paulo can be hung on the Salvation Army’s hanger. This way, in addition to doing good, it saves travellers from being charged for overweight luggage.

“São Paulo is the main destination in Brazil to boost your wardrobe. With this in mind, The Salvation Army created an action that raises awareness and contributes to the well-being of needy communities. With the Salvation Hanger, we offer a simple and effective way to do good while enjoying the city,” commented Captain Josiane Martinez of the Salvation Army.

From April 3, the action will place hangers with QR Codes in the rooms of participating hotels. When guests scan it, they will read a message talking about the project and inviting them to hang up their excess clothes as not only a donation to the project, but also as a way to avoid problems at the airport.

The action will also have the support of a squad of influencers, who will help amplify the message, encouraging guests to participate in this important initiative to show that doing good is good, not only for those who receive it, but also for those who donate.