Racheal Lee
Jan 24, 2014

CASE STUDY: How P&G and the Red Cross turned fashion into necessities for typhoon survivors

To help typhoon survivors, Philippine Red Cross (PRC) and P&G turned fashion items into daily essentials such as food, water and medicine through fundraising project Aid Couture.

Background and aim
The Philippines Red Cross receives 18 tons of donated clothes each year, but some of these items are fashionable pieces that are not suitable for daily wear for disaster survivors.

Aid Couture aimed to transform these clothes into daily essentials for the victims.

Execution
After washing the donated clothes (with Ariel detergent and Downy fabric conditioner), stylists created fashionable ensembles, which were then sold at a 'preloved' clothing sale in Alabang Town Center.

The event also provided live styling service by celebrity stylists Paulo Castro and Jujiin Samonte, as well as fashion gurus from Preview magazine, who helped walk-in buyers select suitable clothes.

The event received promotion through social media, press, posters and TV show features. A microsite showed consumers how the clothes were being transformed.

The project also provided real-time updates on-site as well as via mobile and the microsite, to track the purchases and the funds raised.

Results
The event received donated items from celebrities such as Ruffa Gutierrez, Victor Basa and Angel Jacob, which helped to attract consumers.

Over the course of two days, Aid Couture raised almost 600,000 pesos (US$45,300) from clothes that would otherwise have been left rotting in warehouses.

The real-time purchase converter summarised this as amounting to 8,610 hot meals, 2,640 bottles of water, 255 medicine kits, 372 wound cleanser kits, 597 blanket and mat sets, 258 mosquito nets, 157 hygiene kits and 375 food supply packs.

Thanks to its success, the event will now become a regular effort to provide relief to calamity victims.

 
CREDITS
Client Procter & Gamble Philippines, Ariel & Downy
Marketing director Raffy Fajardo
Brand manager Mukta Maheshwari
Creative agency Leo Burnett Manila
Chief creative officer Raoul Panes
Creative director Dante Dizon
Art directors Ella Quiogue, A.M. Valdez, Steph Mangalindan, Dean Delos Santos
Writers Aimee Espiritu, Lexie Dy
Digital team Dino Cabrera, Maui Reyes, Fritz Valientes, Robert Perez, Jason Lorenzo, James Angeles, Carlo Dionisio, Meng Morales, Jarmaine Sotto
Client servicing Rodenick Barbosa, Chichay Matias, Andy Rivera
Activation team Stel Angeles, Jenna Adevoso, Keena Piedad
Production team Lady Cajanding, May Dalisay and Rusby Gonzales, SAGA
Production house Hub
Director/photographer Ben Chan 

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