The Secret Love Project is a registered charity (PBO# 930063541) and non-profit company that offers the homeless a lifeline out of poverty and a fresh path to re-integration into society. Every month we give out 10,000 FREE heart sticker packs to over 100 registered sellers, who sell them to motorists at R20 each and keep 100% of the sale. This puts R200,000 a month (R2,4million/year) into the hands of the most needy in our community.
The project began as a collaborative artwork designed to spread LOVE in the world using the heart shape. Created by South African artist MICHAEL ELION (michaelelion.net) for World Design Capital 2014 in Cape Town, The Secret Love Project is a social engineering experiment that explores how signs and symbols - that form part of the visual register in city space - operate on the collective consciousness and influence our behaviour.
If we notice a positive symbol everywhere we go in the city, will it influence our perception of that city and possibly even influence our behaviour?
Love Ambassador & Journalist
Ross Van rooijen
Producer at The Secret Love Project
Production & Sticker packaging.
The Secret Love Project support more than 100 registered sellers in Cape Town. Each week they are given free heart sticker packs to sell, which offers them a lifeline and stepping stone and each one has been touched by your support and kindness. Thank you! Here are some of our top sellers.