The Savers Rethink Reuse campaign was created to shed light on the environmental impact of the clothing industry and clue people in to the small steps they can take — through shopping smart and donating clothing — to offset their clothing footprint.
Starting with one “clothing spill” installation and landing page (http://Rethinkreuse.com) launching on Earth Day, a movement quickly spread thereafter with other installations across the U.S. and Canada.
People who engaged with the campaign were 36 percent more likely to shop thrift vs. other people. We took that powerful message of reuse on the ground and put it on the air, with the campaign reaching over 800,000 video views, 175,000 social engagements and 340 million overall impressions.
The movement even expanded into Savers' own stores and with its team members. Across the U.S., Savers' 22,000 employees helped kick off the I Give a Sh!rt message by creating custom T-shirts and displays in stores, and sharing their support through social channels. In fact, their enthusiasm for this effort was so powerful that Savers rolled out a new employee uniform program tied to I Give a Sh!rt as a result.
All said and done, 2 million people took part in the “I Give a Sh!rt” program and made their next new tee a thrifted one, helping save over 1 billion gallons of water.
Shorty
Silver Anvil
AOE Silver Anvil