Aid Couture
P&G turns clothing into a life-saving tool.
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Sadly, we don’t live in a world where garments can feed, hydrate or cure disease. That wasn’t until P&G brands Ariel and Downy found a solution to transforming an abundance of clothing donations into life-giving essentials, such as food, water and medicine. After a monstrous typhoon hit the Philippines, the brands, along with Leo Burnett and the Red Cross, gathered and washed donated clothing and then held a massive pop-up sale for the finds in a popular mall. People could see exactly how many bottles of water or viles of medication a cashmere sweater (for example) is worth, just by looking at the tag, effectively solving both a social and environmental problem. Now that’s what we call a two-for-one sale.
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Random Cool»
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