Campaign: Comeback Clothes
Nonprofit Partner: DoSomething.org
Launch Date: April 17, 2014
Youth-focused DoSomething.org, and fashion retailer H&M are teaming up with Olivia Wilde to get young people across the country excited about clothing recycling and sustainable fashion through a cause marketing campaign called Comeback Clothes. From April 17 to June 20, young people can collect old and worn-out clothing in their schools and communities and drop them off in garment recycling bins at any H&M store, all brands and conditions accepted. H&M will send these clothes to a recycling facility, where they will be given a new life. The vast majority of fabric can be recycled, yet 11.1 million tons end up in landfills each year. All participants that send a photo of themselves dropping off their unwanted clothing to DoSomething.org will automatically be entered to win a $10,000 scholarship, and receive a 15% discount off their entire next purchase.
Clothing donation at retail has become far more mainstream, thanks to cause campaigns like this one. DoSomething.org is no stranger to these donation programs. Their hugely popular jeans donation program (Teens for Jeans) with retailer Aéropostale has donated 4.3 million pairs of jeans to homeless teens since 2008 with Aéropostale benefitting from the increased foot traffic to stores. This cause effort with H&M casts an even wider net by supporting H&M’s sustainability commitment to reducing waste while driving store traffic by the desirable youth market – DoSomething.org’s prime demographic. Linking a double incentive in the form of a coupon and a scholarship entry in exchange for a do-gooder selfie is a savvy way to collect user-generated content.