We reinvented the clothes hanger, making it our campaign’s silent ambassador. We recycled over 100,000 discarded wire hangers, customizing them with faces of people in need of donated clothes.

Our partnership with the direct media agency gave us access to over 500 neighbourhood laundries spread across the country to distribute these unique hangers.

The less-than-a-dollar hanger reached into people’s homes at a time when their own clothes were on top of their minds, urging them to give their old clothes, a new life.

The efficient network also made donation, as simple as giving clothes for laundry. Old clothes were picked-up by the laundry delivery staff and dropped off to the nearest Splash store, making it a proficient donation channel that can keep running all year round.

We redesigned the clothes hanger with evocative life size photographs of people that were in need of quality clothes being donated. The bust shots were printed on paperboards and were carried by modified reclaimed wire hanger hooks to make them work like conventional hangers and single dimensional mannequin busts.

100,000 hangers were distributed over a four-week-period by the neighborhood laundries in the U.A.E. We turned something that people interact with every week into a strong media vehicle for our message.

The cost-effective hangers reached people’s homes urging them to donate clothes, which were then picked-up by the laundry staff and delivered to the nearest Splash store for further distribution.

The Life After Fashion Initiative was initially started as a month-long campaign, but thanks to its reach and effectiveness, it has now become a year-round charity initiative for Splash.

In the first phase, we distributed 100,000 hangers and within a month the following results were achieved.

• 2.1 Tons of donated clothes were collected and distributed

• The cost of each hanger was just 30 secs

The brand also achieved -

• 86% gain in brand loyalty

• 74% gain in brand love

• 52% gain in social meaning

Splash, Middle East’s largest fashion retailer, wanted to increase the donation of old clothes. We had to reach out to people through the clutter of conventional media.

We tied up with a media agency, specializing in unconventional channels, including neighborhood laundries. We turned this network into our own media channel ensuring our hangers entered people’s homes at least twice a week, keeping the donation of clothes top of mind.

The hangers became pieces of ambient, outdoor and direct media as they were carried through the streets, at the back of delivery vehicles, hung on apartment doors, and inside people’s wardrobes.

The Majority of the population of the United Arab Emirates are working professionals. They spend long hours at work and in commuting to and from work. The cost-effective neighborhood laundries are a convenient option for washing and pressing the households’ clothes.

There is a bustling network of over 500 laundries across the country. They pick-up and deliver clothes directly into people’s homes at least twice a week. The network is efficient like clockwork. We hijacked this network and turned it into our media vehicle and an all new donation channel.

The United Arab Emirates’ fast-paced lifestyle has made fast fashion highly disposable to a substantial portion of the population. People discard clothes, some after less than 10 wears. In fact, 85% of garments that are retailed end up in the landfills and a measly 12% end up being donated. The concept of donation of used clothes, though prevalent, is not frequent enough.

Splash, as part of its corporate social responsibility, saw the need to increase the donation of old clothes.

We knew people were not hesitant to donating their old clothes. It just wasn’t on the list of priorities in their daily life plus the hassle of finding drop-off centers for old clothes was holding them back. We wanted to reach out to them, making the donation process simple and convenient.