Giving Is Beautiful

Campaign: Giving Is Beautiful
Company: Soma Intimates
Nonprofit Partner: National Network to End Domestic Violence
Launch Date: July 8, 2013

Campaign Description:

Soma Intimates has launched a bra donation event called ‘Giving is Beautiful‘.  The national charitable initiative asks consumers to help donate bras to women in need. Now through July 28th, the company will accept both new and gently worn bras at all Soma boutiques across the country. Each of Soma Intimates’ 229 boutiques and outlets will work with its community’s women’s shelter to help local women in need. Additionally, to help raise awareness about domestic violence, Soma will once again partner with the National Network to End Domestic Violence (NNEDV).

Our Take:

With more than half a million bras collected to date, the scale of Soma’s program is impressive and clearly the cause of donating bras to women in need is a strong fit for the brand. Missing from the program in our opinion is a bounce-back coupon that rewards consumers for making a bra donation and enables the retailer to better track sales data related to this initiative.