Internationally, there are 92 million tons of clothes-related waste each year, for each one of us there is a portion that is undonated or at least unused. The significance of this campaign comes from the fact that those unused clothes can turn into a great cause. The Egyptian Clothing Bank just published a campaign in Greater Cairo in conjunction with Eid Al Adha to promote the idea of donation. The campaign focuses on charity, which appears obviously in the tagline “Their happiness is our duty” as it shows the commitment of the Egyptian Clothing Bank toward those who are in need. The campaign artwork’s primary color is dark red as it symbolizes the warmth that this campaign is all about. The copy clarifies that this campaign is sponsored by CIB and the hotline for inquiries and donations. Along with the information you can find handwritten drawings which can evoke a sense of originality, reminding people of a time when things were done by hand and when personal connections were valued. This can create a warm and positive association with the brand and make it more memorable to potential customers. The geo-distribution of the campaign was strategic as the campaign was distributed in busy suburbs to spread the campaign. Also, the campaign was also distributed statically and digitally to spread awareness amongst the audience. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about the newest campaigns.
