We focus on young fashion enthusiasts (175i) all over the world. Each young individual is part of the future. Whether you live in the East or West, in the city or countryside, everyone wears clothing to express themselves. Fashion is a unifying force, that resonates within every culture. Not only does it have cultural, but also economic and political impact. Think about the miniskirt and the second-wave feminist movement or the black outfit as a symbol of Black Power, worn by the Black Panthers Movement.

Not only are young people walking ambassadors on the street, we urge them to create user-generated content. That's how we start a conversation, both offline and online. To be sure young people notice and kickstart the movement, we’ll use the endorsement of Harry Styles and ASOS. Also, the box in which the chain is presented will provide clear tips on how to change daily habits.

The product launch starts by announcing a collaboration between youth idol Harry Styles and fashion retailer ASOS. The social channels of Harry Styles, known for his activistic stance and societal aware following, will be used to distribute a video and a series of behavior changing tips. 50 million followers will receive a full month of content. Of course, Harry will be wearing the chain weeks in advance, sparking non-commercial interest.

ASOS, a destination for fashion loving youths distributes the necklace. A retail media strategy will engage massive awareness. The 15 million ASOS users between 16 and 29 will be presented with the ultimate ‘fit’ addition.

The purchases of climate chains spark massive ‘earned’ reach by user generated content and other role models will soon follow. Ultimately, the product itself acts as the biggest media channel. A true conversation starter that acts as the voice of a worldwide movement.