Johannesburg - Large corporates are being called on to nominate their chief executives to spend a night on the cold streets for a good cause – and at a cost of R100 000.
The 702 Sun International CEO SleepOut on June 18 aims to harness corporate social-investment spend in a novel way.
Introducing the concept at the launch at the JSE yesterday, the title sponsors drove the message home by using actors who slept on the cold floor underneath newspapers and cardboard boxes.
702 presenter Bruce Whitfield challenged chief executives to take part in the event, which will benefit homeless people.
All the funds will go to Girls & Boys Town.
“We are inviting CEOs to sleep together. The challenge today is to join us on the coldest, darkest, longest day of the year to sleep on the streets of Johannesburg,” he said.
The LeadSA-supported event was first held in Australia when a group of business leaders raised the equivalent of R70 million overnight last year.
The brainchild of Bernard Fehon, the sleepout has been replicated in North America and the UK.
Fehon said what was originally an annual dinner fundraiser became a bigger challenge to chief executives.
“It seemed incongruous to be sitting down to a feast when there are so many who have no food or a home. I couldn’t run, ride, swim to raise money. One thing I could do was sleep.”
He said he convinced chief executive he knew to join him, and the “Vinnies” sleepout was born.
The South African leg of the globally successful event, dubbed “Rise to the challenge”, hopes to attract 250 chief executives from throughout the country to bed down on the tarmac of Gwen Lane, outside the JSE, in Sandton for 12 hours.
The participants will be given only a sleeping bag, cardboard and soup for the 12 hours.
Chief executive of Primedia broadcasting and a participant, Roger Jardine, said the decision to use a street on one of Africa’s wealthiest square kilometres would resonate with the business leaders who would be taking part and bridge the divide.
Chief strategy and marketing officer of Sun International Rob Collins said the sleepout would bring awareness and ensure the scale to create a catalyst for more-sustainable projects.
“We are mindful that doing good is good for business. Choosing Girls & Boys Town can create a big impact. Rather than splintering the corporate spend of large corporations, we’d like to get scale with one project that has impact.”
Girls & Boys Town helps more than 20 000 orphaned, abandoned and vulnerable children by providing residential care and assisting pupils by partnering with schools. The projected proceeds of R25m will be channelled into community-based care projects.
Vincent Bones, winner of Idols last year and who is about to release his album, spent three years at Boys Town, and since achieving fame, acts as its ambassador. He said helping Girls & Boys Town was close to his heart.
“This is really exciting, great for me, as an ex-Boys Towner, to see them being recognised for their work,” said Bones.
A host of sponsors have come on board, including Virgin Atlantic, who will be providing sleeping bags.
Sales and marketing manager Liezl Gericke said the choice of Girls & Boys Town was a good fit for the travel company as its focus had always been on the social development of children.
Whitfield resolved to challenge many chief executives on his business talk show, saying many are looking for a boost to be seen to be making a difference. Fehon said the most significant part of the sleepouts was seeing business leaders becoming more compassionate towards those less fortunate.
To rise to the challenge and register, visit the website - www.theceosleepoutza.co.za.
The Star