Donations to Goodwill were down. Research showed that billions of pounds of perfectly good clothes ended up in landfills. We needed to get people to donate their used clothes but we had no money to buy media.We had to find an inexpensive way to reach a broad group of clothing owners with the message that they should donate their garments instead of throwing them away.The creative idea was to deliver Goodwill’s message in the garments themselves. All clothes have care instructions. We added one more, redefining what care really means: “Donate to Goodwill when no longer needed and care for our planet.” We even designed a special “donate” laundry symbol. The messaging was incorporated into new Levi’s clothing beginning in 2010.