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 

Related Articles

Just Published

10 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

10 hours ago

Baby Shark doo doo doo doo doo. LG Styler doo doo ...

Smooth out doo doo doo doo doo. Bad smell doo doo doo doo doo. Shake it out doo doo doo doo doo. LG Styler! [Something is very wrong with Ad Nut.]

12 hours ago

IAS explains ad verification in manga style

A young automobile-company exec learns how to mitigate brand risk and ad fraud in a free download from the ad-verification company.

13 hours ago

L'Oreal opens omnichannel concept store in Shanghai

Designed with AKQA, the store has a livestreaming set, face-scanning technology and personalised shopping via WeChat integration, as well as a chance to ride a bike through the streets of Paris.