Goodwill found a way to increase donations without having to spend a lot in the process. The company and its pro bono agency, BBDO West, approached clothing manufacturers with the idea to use their care tags as a communication medium to send its message out to donate unwanted clothing.
Levi Strauss was the first to sign on to the campaign to create “A Care Tag for Our Planet”. Its tag suggests rather than trashing unwanted jeans, to donate them to Goodwill, so someone else can wear them and less material will end up in our landfills. The tag also focuses on conserving household energy by washing them in cold water. It reads, “donate to Goodwill when no longer needed and care for our planet.”
Goodwill and Levi's will be promoting the campaign through viral and in-store communications.
Goodwill is no stranger to helping the environment, “166 community-based Goodwills in the United States and Canada collectively divert more than 1.5 billion pounds of clothing and textiles every year from landfill by recovering the value in people’s unwanted material goods. In addition to funding community-based services, these landfill diversion programs create job-training opportunities for more than 1.5 million people a year.”
Other clothing manufacturers have recently signed on to participate in the campaign and will be creating care tags to promote Goodwill.
This is a creative idea. Goodwill does not have a big budget, so teaming up with companies that can help them increase donations is smart. Not only will it help Goodwill increase donations, but it also helps the environment as well.
I don’t think people look at the care tags that often, but if the message is clear and stands out in the consumers mind, I think it will be successful.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116645
1 comment:
I always look the tag of how to wash the cloths when I go shopping for cloths. It is a good idea that Goodwill starts this system!
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