The goal of the campaign is to increase knowledge about the Teplo Charitable Foundation, which collects clothes for those in need. We used different media channels (standard and non-standard) to tell the largest number of Kazakhstani people about the foundation, its mission and to increase the number of clothes donated.

According to statistics, thousands of tons of out-of-fashion clothes accumulate in the closets of Kazakhstanis. Another 40,000 tons end up in the garbage every year. Instead of donating clothes to those in need, many people simply throw away out-of-fashion but still intact items.

The challenge was to develop a creative idea that would draw the public's attention to the Teplo Foundation and show where to find their special boxes where clothes can be donated to those in need.

In Kazakhstan, there is a large class gap between the well-off and the poor. At the same time, people with small incomes are in the majority. Therefore, high prices cause a strong and inevitably negative reaction, and immediately attract attention.

The project "Unavailable Drop" is based on this effect. We set an unreasonably high price for the sweater to attract people's attention, made it so that even well-off people could not easily afford and buy the sweater, and the rest raised a wave of discussion in social networks and drew attention to the project and the problem.

Due to large class gap, most Kazakhstanis have a strong negative reaction to unreasonably expensive goods, immediately raising a wave of discussion on social media.

We took an old worn-out sweater, showed it at a fashion show, exhibited it in a prestigious mall and created an online store jyly.kz, where our sweater was sold for an unaffordable price of 9,999,999 tenge. As a result, the sweater became heavily discussed on social media, people wanted to know what justified such a price.

On the online store we talked about unaffordability of ordinary clothes for the poor and encouraged people to donate clothes to help those in need.

As a result, the campaign attracted the attention of one of the Kazakhstan’s largest banks, which bought the sweater.

The target audience is people who buy a lot of clothes, store them in wardrobes and then throw them away. They follow fashion, so in media planning we used channels of the fashion industry: event Visa Fashion Week Almaty, and exhibited it in the most prestigious mall in the country, among luxury world brands.

Social media users raised a wave of discussion, attracting the attention of the media and other companies, which placed sweater ads in outdoor advertising and digital for free.

All channels directed traffic to a specially created online store where users could learn about the problem of clothing shortages and where to find Teplo boxes to donate clothes to those in need.

The outrageously high price, participation in fashion week and other channels at the start of the campaign caused a strong reaction on social networks, which ultimately attracted the attention of the media, which picked up the wave of discussions and talked about the “Inaccessible Drop” project in more detail - that it was created by the Teplo charitable foundation to increase the amount of clothing donated to those in need.

The campaign ran for 3 months - from May 3 to July 1 - and ultimately led to an increase in brand knowledge and the number of items returned by more than 2 times. Over the course of the campaign, the foundation clothed over 15,000 people in need. We achieved $25,000 worth of media coverage with no budget and received 7,000,000 reactions (media impressions) and a media reach of 1,200,000.

But most importantly, the "Unavailable Drop" campaign attracted the attention of one of the largest banks in Kazakhstan, which bought a sweater, allowing the Teplo Fund to build more boxes to collect clothes.