That's the blunt message from Abu Ali, an award-winning businessman and new chairman of CEO Sleepout, ahead of one of the beloved charity's biggest North East events of the year.
The annual Alnwick CEO Sleepout will see dozens of business leaders and owners from across the region grab sleeping bags to spend a night sleeping in the magical surroundings of Lillidorei, in Alnwick Gardens.
However, as new stats show, the reality for hundreds of people is anything but a fairytale.
Fresh Government data shows that in the North East, the number of rough sleepers alone has soared by 31 per cent in the past year – the steepest rise in the country.
“For decades, Governments have vowed to tackle homelessness, but the picture is worse than ever, and in the North East, the reality is that hundreds of families and children wake each day without knowing for sure where they’ll go to sleep that night,” said Abu.
“The brutal reality is there’s not enough money in the public purse to do something meaningful, but that’s where the business community can step in and become the change makers.
“No matter how tough things are in business, the reality is that we are still in a position of incredible privilege, and from which I think we can actually make a genuine difference when it comes to ending homelessness.
“And as the chair of CEO Sleepout, my message to the business community is crystal clear: Stop sitting still and step up.
“Make yourselves visible and make a difference – business leaders have a real chance to really create a legacy for the communities where we live and work – and that can start with a CEO Sleepout.”
Launched in 2013 by Tees businessman Andy Preston, the charity has become a fundraising juggernaut, raising over £6m for 200-plus causes tackling both homelessness and poverty across the country.
This year, the Alnwick CEO Sleepout – staged on May 14 – will support charities including Walking with the Wounded.
Having taken over the chair role from Andy this year, Abu’s goal is for CEO Sleepout events to raise £1m for the first time, whilst seeking a stronger focus on tackling root causes of homelessness, like poverty.
It is an issue he fears society has become increasingly “numb” to.
“If we’re genuinely serious about ending homelessness, we have to talk honestly about poverty,” he added.
“Too many people are one unexpected bill or a slight change in circumstances away from their world collapsing, and that’s something we’re increasingly witnessing across the North East.
“That’s why I’m urging business leaders from across the region to sign up to the Alnwick CEO Sleepout. Giving up one night isn’t about pretending to be homeless, but about using your platform, networks and influence to raise life-changing funds – and create lasting change.”
For more information and to take part or donate, visit https://ceosleepout.co.uk/alnwick/