Cannes Lions

GOODWILL/LEVI'S CLOTHES DONATION

BBDO WEST, San Francisco / GOODWILL / 2010

Awards:

1 Shortlisted Cannes Lions
Film
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Overview

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Credits

Overview

Description

Research showed that billions of pounds of perfectly good clothing were dumped into landfills every year. Meanwhile, donations to Goodwill were down, but they didn’t have the money for a traditional media campaign. Could we get people to reconsider throwing their clothes away and instead donate those clothes?The idea was to deliver the donation message in garments themselves by using the Care Tag as our media. After the laundry instructions, we added one more instruction telling people to donate their clothes when they didn’t need them anymore.

Execution

We approached Levi’s with the concept. They became a founding partner. Our care tag messaging began rolling out in Levi’s clothing nationwide.The 'Care Tag for our Planet' program was launched at Levi’s flagship store to coincide with the Business for Social Responsibility conference in San Francisco. The heads of major clothing companies and local press attended.

Outcome

The story was picked up by bloggers, the trade press, and local and national news media picked up the story. Over 300 articles in everything from the New York Times to the Huffington Post to Treehugger.com reached over 150 million people. It generated a positive impact for Goodwill, Levi’s, the community and the planet.

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