Mrs Fields Managing Director Andrew Benefield slept on the city streets recently to support Vinnies CEO Sleepout: Rise to the Challenge initiative.
Beginning 2006, the Vinnies CEO Sleepout campaign has helped raise significant funds for Vinnies Homeless Services across Australia.
The 2010 Rise to the Challenge CEO Winter Sleepout raised $2.9 million with participation from almost 700 CEOs across Australia. Donations are still open for the 2011 Winter CEO Sleepout.
Participants in the Vinnies CEO Sleepout campaign have to spend one night out in the cold on their own piece of cardboard to help raise awareness about the homeless.
The money has funded new projects and allowed the not-for-profit organisation to expand their projects, assisting through crisis accommodation, domestic violence, life and counselling, legal advice and education.
According to Mr Benefield, with over 100,000 Australians homeless and growing, the money can help benefit those who need assistance and provide access to the services they need.
Mrs Fields is a premier worldwide chain of cookies and baked goods stores.