The strength of the campaign was the surprise factor.

Customers were encouraged to make a positive decision at the cash registers by telling them the purpose of the donation and the discount.

The surprise factor was key because customers were caught wearing their regular clothes in good shape at the time of the exchange.

Whether the costumers agreed to the exchange or not, all of them learned about Cáritas Foundation mission.

45% of all the people who went to Kenneth Cole agreed to the exchange.

952 pieces of clothing in good shape were collected during the first weekend.

The direct action raised by 85% the sales at Cáritas flea markets.

Cáritas Foundation is now looking for other high end clothing stores to join them in this good cause.