Apparel Tags Now Promote Caring For Clothes AND Planet Earth

by Amy Corr, Nov 2, 2009, 3:46 PM

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This idea is cheap, proactive and unobtrusive.

Goodwill was looking for a way to increase its yearly donations through an initiative that costs nothing. Sounds impossible, but Goodwill's pro bono agency, BBDO West, came up with a way to use something already found in clothing -- care tags --  as a courier of Goodwill's message.

Levi Strauss, the first company approached for this program, signed on with Goodwill to create "A Care Tag for Our Planet."

The concept is simple: the tag suggests that, rather than trash unwanted jeans, you donate them to Goodwill, so someone else can wear them and less material is dumped in landfills.

According to Goodwill, roughly 23.8 billion pounds of clothing and textiles wind up in U.S. landfills every year. Starting in January 2010, Levi's clothes in the U.S. will feature the care tags; global tags will launch that fall. The project was 18 months in the making, according to Jim Lesser, executive creative director at BBDO West.

Levi Strauss and Goodwill will additionally promote the campaign using viral campaigns and in-store elements.

The care tags not only encourage clothing donation, but also push washing clothes in cold water, an effortless action that can conserve a great deal of household energy. All tags conclude with, "donate to Goodwill when no longer needed and care for our planet."

Additional clothing brands have already signed on to use care tags for Goodwill.

"Ultimately we want every manufacturer in the world to be part of the program," concluded Lesser.

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0 comments on "Apparel Tags Now Promote Caring For Clothes AND Planet Earth ".

1. Shelly Kramer from V3 Integrated Marketing
   

   commented on: November 2, 2009 at 4:11 p.m.

   This is awesome. Old Navy has been doing this for awhile - not on everything, but on children's clothes. Very cool.

2. Robert Sawyer
   

   commented on: November 3, 2009 at 12:50 a.m.

   Yes, a lovely idea. Simple and easy and natural. I don't care for the "care for our planet," as I think that's a bit too much. (It's representative of green grazing, where it's not necessary or particularly true.) The message is implicit in the simple line, "DONATE TO GOODWILL.. when no longer needed," as that's the act, and the consciousness, that really can create meaningful change.
   (I've grown bored to death of marketers "green grazing," which has become increasingly unpersuasive as a dull sermon from an insincere priest or rabbi.)

3. David Blane
   

   commented on: September 24, 2010 at 2:21 a.m.

   Good post. Check out more for women clothes here: http://www.supre.com.au/Dresses.aspx?s4

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