I agree with this initiative and think anything that assists people in an often small step up from a tough situation, is something all communities than can do..

I agree with this initiative and think anything that assists people in an often small step up from a tough situation, is something all communities than can do... should do. The only concern that comes to mind however is one of perception, as demonstrated 3 years ago at SXSW - http://www.wired.com/2012/03/the-damning-backstory-behind-homeless-hotspots-at-sxswi/ http://www.wired.com/2012/03/the-damning-backstory-behind-ho... I'm not passing opinion here on the right/wrong element of BBH Labs in this instance, more commenting that with vulnerable sections of society, trying something new can be so problematic and potentially brand damaging that it puts people off in taking a risk or trying something new. The comments here are all valid, I just think some consideration should be given to those brave enough to take the risk. The SXSW backlash caused many people / companies to 'back off' from these sorts of issues, which surely can't be a good thing.