Teens for Jeans: DoSomething.org & Aeropostale
This fourth annual campaign partnering Aeropostale and DoSomething.org empowers thousands of teenagers to collect jeans for homeless teens.
To encourage young people to join the effort, DoSomething.org distributed “action kits” containing flyers, posters and stickers to any school that signed up and referred youth to a centralized microsite,TeensforJeans.com where they could access additional information, including incentives for schools that collected the most jeans.
In-store, Aeropostale showcased the campaign via window and floor displays and offered a 25% discount to anyone who donated jeans. Aeropostale stores also distributed Teens for Jeans donation bags and buttons in advance of the campaign to ramp up awareness. Employees, often teenagers themselves, acted as school ambassadors, handing out stickers and flyers and creating Facebook events for individual school drives.
To make the campaign even more accessible to this digital audience, a mobile component enabled teens to sign up via their phones.
Additionally, to reach a slightly older audience, DoSomething.org reached out to sorority and fraternity communities on 300+ college campuses. The outreach occurred in November and December, so all college participants could bring their gently worn jeans back from holiday break and be prepared for a January campaign.
Teens donated a total of 542,000 jeans, clothing one third of all homeless youth, while at the same time driving hundreds of thousands of young people (and their teachers and their moms) to Ae´ropostale stores during a slow retail time.