CARE TAG FOR OUR PLANET by BBDO West for Goodwill

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CARE TAG FOR OUR PLANET

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Promo & PR, Case study
Market United States
Agency BBDO West
Executive Creative Director Jim Lesser, Jon Soto
Art Director Melanie Barti
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GOODWILL
Product/Service: GOODWILL & LEVI'S
Agency: BBDO WEST
Date of First Appearance: Oct 21 2009 12:00AM
Entrant Company: BBDO WEST, San Francisco, USA
Executive Creative Director: Jim Lesser (BBDO West San Francisco)
Executive Creative Director: Jon Soto (BBDO West San Francisco)
Creative Director/Copywriter: Michael Barti (BBDO West San Francisco)
Senior Art Director: Heward Jue (BBDO West San Francisco)
Art Director: Melanie Barti (BBDO West San Francisco)
Media placement: Care Tag - On Care Tags for Levi's Jeans - 21/10/2009

Results and Effectiveness
The Care Tag for our Planet programme was launched at Levi’s flagship store to coincide with the Business for Social Responsibility Conference. Within hours, bloggers, the trade press, local and national news media picked up the story. Over 300 articles reached over 150 million people. Without any paid media. More importantly, the care tags in countless Levi’s garments will continue the message for years to come.

Creative Execution
The creative idea was to deliver Goodwill’s message in the garments themselves. All clothes have care instructions. We added one more, redefining what care really means: “Donate to Goodwill when no longer needed and care for our planet.” We even designed a special “donate” laundry symbol. The messaging was incorporated into new Levi’s clothing beginning in 2010.

Insights, Strategy & the Idea
The campaign came out of a startling fact: Literally billions of pounds of perfectly good clothing end up in landfills every year. These were garments that should be donated to Goodwill, fuelling their business of training and employing disadvantaged people. The target audience was obviously very broad: people who had clothes they would eventually get rid of. Normally, that would point toward a large broadcast media buy. But Goodwill is a non-profit organisation, so there was literally no money for paid media.