A SISTER IN PYJAMAS: CHARITY GOES VIRAL.

Sometimes a good idea can even do good.

On the occasion of the promotion launched by a well-known fast food chain offering anyone the possibility to get 24 free breakfasts – on 24th March – if they came along to their restaurant in their pyjamas, Testa Digital Hub, the innovation unit of the Armando Testa Group specialising in unconventional operations, decided to convert the marketing initiative into a charity event.

The creatives of the Testa Digital Hub wanted to help anyone who is forced to try and find breakfast outside their home every day and who often does not even have a set of pyjamas, They developed everything with the support of the Casa Santa Luisa 24 ONLUS. This non-profit organisation has been helping the homeless get essentials in Turin since 1972.

For the young people of the Casa Santa Luisa 24 ONLUS, the number “24” has a very special meaning, a door which is “always open on the road”, “a home for those who do not have a home” and often not even a hot meal.

Armed with pyjamas and captained by the passionate Sister Margherita, the volunteers from Casa Santa Luisa 24 ONLUS with the help of many of the young people present at the event managed to collect 1008 free breakfasts which will be used to give the homeless of Turin a warmer wake-up.

The hope is that from a viral video a simple gesture can become viral and that lots of people will follow the example of Sister Margherita.