Advertising and Graphics
Julia Pease, Sophie Wright, Emma Tate, Megan Tan, Yujia Huang
Contents
COLOURS OF TEAM MEMBERS SOPHIE WRIGHT
MEGAN TAN
Team Manifesto Introduction How Traid Works Swot
CONSUMER PROFILES Consumer Insights Consumer Survey Primary Research Secondary Research Sustainability Case Studies
EMMA TATE
YUJIA HUANG JULIA PEASE
PROMOTIONAL STRATEGY
Online Presence Website Mock Ups Social Networking Offline Presence Viral Video Celebrity Endorsement
CONCLUSION
Proposal Good Idea For Traid APPENDIX
THE BIG IDEA Slogan Billboards
CREATIVE IDEA
Explanation of Juke Box Juke box mock ups Festival
Attend all meetings that are planned regardless of whether you have completed the work that was set.
Communicate through the Facebook group or blog created.
Allow everyone to voice their opinions.
Plan meetings in advance and share the work equally.
Team Manifesto
About Traid
Introduction What’s the problem: Strategy
At the start of this project one of the main issues we had to address was the amount of people who don’t donate? This posed many questions such as, ‘Why don’t consumers donate their unwanted clothes?’ ‘Who’s currently donating their clothes?’ ‘What would make them donate their unwanted clothes?’ To help answers these questions we had to look at a variety of sources. By using primary research to find out how consumers already act towards donating their clothes and what would encourage them if they didn’t, we gained our first initial insight into their attitudes and reactions. We then went on to look at innovative campaigns that actively engaged with their target consumers as this was a crucial touch point in our big idea. Another key point we made sure to investigate was competitor charity campaigns to analyse the market for this type of PR strategy.
Since July 1999, the founder of TRAID current Chairman Lan Hagg establish this charity that raising funds for international development by reusing and recycling unwanted clothes and shoes in the UK (TRAID, 2013). TRAID are continuing to grow and develop, and won praise for its ability to bring information of recycling, fashion and the world’s poor public and the mainstream media. The TRAID funds have the advanced medical care, education, employment and opportunities for people living in some of the poorest communities in the world. And they believe that children or workers on poverty wages should not make clothes, and those clothes does not damage the environment, but also the people who makes them. They said (TRAID, 2013): ”we promise every piece at small garment factories in London without using child or sweatshop labour, and with minimal impact on the environment.” “TRAID stands for Textile Recycling for Aid and International Development. They are a registered charity with three main objectives: •To protect the environment by diverting clothes and shoes from landfill. •To reduce world poverty by raising funds for overseas development projects. •To educate the UK public on environmental and world poverty issues. (TRAID, 2013)
TRAID operates more than 900 textile re-cycling banks in the UK.
STRENGTHS
Clothes will sell to the public in the TRAID charity shops or the clothes are torn or colour reconstructed and redesigned into new clothing, TRAIDremade.
Get money to expand the TRAID recycling activities and endowment funds assembly and workshop in London schools.
How To Work With Clothes?
SWOT
Clothes donated to TRAID recycling banks are then sent to the TRAID’S central warehouse and manual sorted according to the condition.
•They have great Brand Image. •TRAID has over 900 textile recycling banks and are always looking for new sites to place banks. •They hold on some educational activity. •A lot of people will donate thier unwanted clothes •Compared with the government, non profit organizations flexibility in certain areas involved in social assistance, close to the grass-roots level and more efficient.
•Charities get more attention now. Do promotion campaign and advertising •Donate clothes is an easy and convenient way to join the charity. •Zone broadening •Strategic alliances •Clothes style
OPPORTUNITIES
WEAKNESSES •Although they have 900 textile recycling banks around the United Kingdom, they just have 10 retail shops in London. It is not convenient to consumers who prefer to shop in the retail not online shopping. •Not do promotion campaign and advertising •Funding sources need to expand. •Strategic alliances
•Competition: A lot of charity clothes Brands •Credibility •How many people buy it?
THREATS
CONSUMER PROFILES
1
CONSUMER INSIGHTS
CONSUMER INSIGHTS
CONSUMER INSIGHTS
2
Catherine
This female consumer is in an older age category being 53. She recycles her clothes sometimes, when she remembers to bring them to a recycling bank. This shows that the older consumer is often more aware of charities and recycling clothing rather than simply throwing clothes away, however this again links back to convenience, as when it is not convenient, then the clothing will not be recycled. Comparing the younger and older consumer, we have decided to focus on a younger age range as they seem to be less conscious of clothes recycling.
Erica The second female consumer we looked at is 21 and does not recycle clothes. She is unaware of any clothing banks near her, which means we need to increase the awareness of Traid clothing banks and make sure they are set up in lots of cities in accessible places. She likes music and a variety of holiday destinations, so such incentives could be used to encourage recycling.
Callum
This male consumer is an example of a consumer who does not recycle his clothing but simply throws it away because it is easier. We found that he is very interested in music and loves going to festivals. He is also interested in sports and socialising with friends. This information has shown us what the typical male consumer who does not recycle is interested in, and what may then be useful to use as an incentive to make young males recycle their clothing. As can be seen in the photographs he is fashion conscious and owns a lot of clothes, but doesn’t really take care of them.
Xiaojun Ju
Our other male consumer does recycle his clothes. You can see from the pictures he also takes greater care of his own clothing. He has similar interests to our other consumers in the fact he likes music and travelling. He also likes video games, which could be incorporated in to our big idea somehow.
Consumer survey
Nearly
40% of
people in the 16-25 category simply throw clothes away, which shows this age range is the consumer which would be best to target and Over of encourage to change their consumers had not heard behaviour. of the charity Traid, so we need to increase awareness of the brand in order to ‘Too lazy to bring make more people donate.
50%
them to recycling banks’
Convenience, getting something back and knowing what the money was going towards were the main things that people said would encourage them to donate. A few people said they would donate if there was a more exciting way of doing it.
was a common response to why people do not recycle clothes, and some said they would be more inclined to if there was a collection service.
The results from both the consumer profiles we each created alongside the survey, have shown that young people aged 16-25 year olds are the main category who do not recycle their clothes, particularly males, so we have decided that a younger audience will be the target market we will concentrate on. We will take in to account their hobbies and interests to come up with an appropriate big idea, which will make these people change their behavior and donate clothing to Traid.
Survey Results
PRIMARY RESEARCH
3
Brainstorming
For part of our initial secondary research and the start of our big ideas, we decided to create a focused brainstorming session. Within our team we selected a monitor who controlled the time we took to come up with ideas and made sure that all of them were considered. Once our monitor was selected we gave a time limit of 25 second to write as many ideas down as possible for both the big marketing and creative idea. We then split all ideas into the three sections of Marketing creative and PR. This process is crucial in the creation of a successful big idea as well as a promotional and communication strategy.
OPPORTUNITY ACTIVITY
BRAINSTORMING
SPECIAL OFFERS WAYS TO DONATE
Clothing Bank Observation CLOTHING BANKS These British Heart Foundation clothing banks are situated just off Alfreton Road in Nottingham. The banks sit right in the middle of a housing estate. After watching the clothing banks for at least an hour, know one came along and donated something. Our conclusion is that the banks are situated in the wrong position. Nobody would know that these banks were there unless they lived on that particular estate. This primary research was useful, as it will help us to decide on where our Juke Box Clothing Bank will be placed.
SECONDARY RESEARCH
4
“For the fashion industry to be sustainable economically, it must be sustainable socially and environmentally too. These provocative scenarios challenge all of us to look beyond the short term and use our collective power to work to create the kind of positive world we’d like to see in 2025.” John Anderson, president and chief executive officer of Levi Strauss & Co 2010
SUSTAINABILITY
The global fashion industry generates over a trillion dollars a year. So what we wear - and how it’s made and sold - can have a huge positive impact on our society and environment. The report, produced by Forum for the Future and Levi Strauss & Co., describes how fashion companies can be successful by becoming sustainable.
Donating clothes is so important that it’s crucial more people are made aware of how valuble their old clothes are. Too many clothes end up landfills each year creating excess greenhouse gasses that contribute to global warming. The average UK woman throws away ‘£10,000 worth of clothes bought but never worn’ (Williams et Stevenson 2012 online) Through the use of this campaign if we can make more people aware of the harm of clothes in landfills are doing to our environment we can help sway more people to donate. Sustainability is currently a very big issue especially in the fashion industry today as ‘a single mill in China can use 200 tons of water for each ton of fabric it dyes; many rivers run with the colors of the season as the untreated toxic dyes wash off from mills.’ (Breyer 2012 online) Currently there has been an alarming amount of reports of factories in countries such as India collapsing due to unsafe environments, ‘More than 2,500 people were rescued alive after the April 24 collapse.’(APTN 2013 online) This is caused by retailers demanding lower costs from manufacturers resulting in money being spared where it is needed most, invested into the workers safety. The spread of fast fashion is producing too many clothes that we know throw away, our campaign of Fill your life with music not clothes will help promote people to not only donate their unwanted clothes but raise awareness of our ever growing consumption.
Volkswagen dedicated their time to the thought that something as simple as fun is the easiest way to change peoples behavior for the better. “Be it for yourself, for the environment, or for something entirely different, the only thing that matters is that it’s change for the better”
This idea was created by Nevena Stojanovik from Serbia. It promotes the idea that without ensuring safety first children are not able to entertain themselves within a vehicle.
CASE STUDIES
Back in 2009 Volkswagen launched “The Fun Theory” campaign which was an initiative to get people to change their lazy behaviour in order to create a more responsible, caring world by allowing them to see a fun side behind doing activities such as recycling, driving responsibly and activities as simple as exercise. The campaign started with a number of experiments that concluded that fun can change people’s behaviour for the better, these were tested in various different situations but the first one of many tests was a staircase in Stockholm subway station that was converted into working musical piano keys – a way to encourage those commuting to take the stairs over the escalator. Another study conducted was the ‘bottle bank arcade’ which uses real sound effects to make throwing rubbish/recycling away sound like a cartoon like experience.
Fact - 1.2 million tons of clothing a year is disposed of and 430,000 tons end up as landfill or are incinerated which only ever causes bad reactions and chemical gases to be released into the atmosphere of the planet. Fact - When incinerated methane gases are released from clothes which are 21 times more potent than carbon dioxide.
This was the winning idea for The Volkswagen Fun Theory competition submitted by Kevin Richardson from the United States of America. Those speeding on the road get fined for doing so and those who are obeying the speed limit automatically get entered into a prize draw where the prize is winning the money of those fined.This idea was so well received that Volkswagen together with The Swedish National Society for Road Safety actually made this innovative idea a reality within Stockholm, Sweden. It had a reduction in speed of 22%.
The piano staircase was one of the ideas created in order to experiment whether those who don’t exercise would choose to do so if it was fun to do. Our reasons behind looking into this study are taken from our interest in the idea that competition can increase awareness and help promote those subjects that need to be noticed. Consumers respond to rewards.
Fact - Atleast 40 companies are collecting clothing and by doing so are promoting recycling for the planet but TRAID are running free collection services and the quality from a bespoke service is a lot better as the quality from the brands creates a profile. Working closely with brands such as: Topshop, Timberland, Patagonia, Ann Summers, Burberry London, Lee Cooper and Liberty. Throwing rubbish in the bin shouldn’t be as hard as it seems but many people still don’t do it. The idea behind the world’s deepest bin was to encourage those who litter to stop doing so if it was made fun to do
The idea behind the bottle bank arcade is to make those who don’t recycle start doing so. So we are rewarded with a good conscience and see the results within the planet.The reason behind looking at this case study is because we want people to understand the importance of recycling clothes and giving to others.
In 2010 PUMA launched an integrated advertising campaign called PUMA Social which honoured those of us who don’t play sport professionally but instead prefer to do so minus counting the calories, pushing our bodies through training and watching our hydration levels. This campaign focused on the playful idea behind after hours sports and encouraged those who do it to be proud of themselves. PUMA praises the athletes whose top goal is scoring a phone number rather than scoring a goal. “When last call calls, don’t answer” This opportunity was more than just a marketing campaign, it created an entirely new market for the category. PUMA started celebrating the biggest collection of unsponsored atheletes around the world in countries including Tokyo, New York, Capetown and Johannesburg. Tv/Cinema, Retail, Print/ Outdoor, and it created massive merchandising opportunities that included specially designed shoes, apparel, bags and sports equipment and a watch that turns on when you’re out and about on the town. They also opened up after hours social clubs around the world. By creating a whole new social platform that has now become the core to Puma’s digital strategy designed to allow anyone to turn anything into a competition.
THE BIG IDEA
5
We have decided to create a slogan for our proposssed advertising campaign. We created something that was short but memorable. We feel the slogan will be one of the most effective means of drawing attention to our target consumers. We feel this phrase will emphasize Traid and help consumers make connections and remember what the company is all about and what it wishes to be remembered by. The slogan will be used particularly for their marketing. The slogan created will not just be used for a limited time, but will be a corporate slogan and will be used for an extended period. Our aim is to make the slogan memorabe to everyone and hopefully many years after when the campaign has ended consumers will still make connections with it. The slogan being used for our big idea, states the main benefits of the campaign we are holding and lets the consumer know that the proposal will be based around music. The slogan is simple yet direct and adopts a distinct “personality� of its own, we hope it will make the consumer feeel the desire and need to go and donate their clothes instead of chucking them away.
The Big Idea Bill board:
BILLBOARDS
For our big idea we knew we needed a concept that would really help to pin point our main target audience. From our initial research we found that young people are the worst for not donating their unwanted clothes, mainly young guys. So, with this in mind we knew that our concept had to target them directly and link to something that they would be interested in enough to reap the benefits. Drawing on our consumer research one of the main things that young people today are really interested in is music. No matter what kind of sounds they like finding a young adolescent today without a portable music player is practically impossible. As well as looking at our survey results multiple answers stated a rewards scheme would make them donate more. We needed a slogan that would catch people’s attention , eventually coming up with ‘Fill your life with music not clothes’ . This was our starting point, we then did a few mock-ups of what the slogan would look like in action on billboards. This idea of filling people’s lives with music really connected to our Big creative idea of a juke box clothing bank.
CREATIVE IDEA
6
CLOTHING BANK:
JUKE BOX
For our big creative idea we came up with having a Juke box clothing bank, something fun, innovative and exciting. This specialised clothing bank would be placed in a busy central location in London to ensure maximum coverage. How does it work: Step 1) Place your items into the clothing bank (the clothing bank then weighs to see how much clothing you’ve donated) Step 2) A interactive screen congratulates you on donating your clothes to Traid and offers you the choice of playing 10 songs, Step 3 ) select song and fill your life with music, encourage the watching crowd to dance and sing out that tune. Step 4) Once your songs finished you get an individual code and a guide to downloading Traid’s free app. Step 5) Download Traid’s free app and log your individual code and details to automatically enter yourself into a prize draw to fly to Africa and work with Traid. The main purpose of this clothing bank to increase awareness of Traid and the new donating campaign. This will then be filmed and uploaded to YouTube and created into a viral video where links at the end will direct people to the Traid website and new interactive donate map. By tapping into what young people get excited about
Why Are We Doing A Juke Box Clothing Bank? • Catch people’s eyes; make more people know this activity •Make them paying attention to the charity by donating unwanted clothes •Change people’s feeling about traditional clothes bank •Make the new way of donating clothes that interesting
FESTIVAL TRAID SCHEME From our consumer research, we found that 100% of 16-25 year olds that we spoke to were very interested in music, and many of them also enjoyed going to festivals with friends. From this, we decided that TRAID should join up with a major festival such as Reading or V Festival in order to encourage young people to donate. The theme of festivals ties in with our big idea which is all based around music, and promoting the idea of donating at a festival, means that Traid can directly communicate with the target market of young people in the 16-25 year old category. The idea is that festival goers can bring their old, unwanted clothes to the festival and then be able to exchange them for food and drink tokens. Food and drink can often be expensive at festivals, so this would be a great incentive for young people to save money, by paying with unwanted clothes instead People attending the festivals will be told beforehand about the trade in scheme. At the festival there will be a Traid tent near the entrance where people can go to give their clothes in exchange for tokens. This will mean that they do not have to carry them around with them all day. The tokens will then be able to be exchanged for refreshments throughout the day.
As well as having this system, there can also be a pop up shop in the tent where people can purchase clothes. This will increase Traid’s awareness as a brand, and may also help in encouraging people to shop in Traid shops outside of the festival. A competition can be run so that whoever donates the most clothes will win a ticket for the festival the following year. This will hopefully make people want to give in even more.
By doing this Traid is being linked to a trendy, youthful culture within the music industry, and are able to target 16-25 year olds directly. By associating the brand with a festival such as V Festival, this will hopefully make a younger audience gain interest in the charity, whether it encourages them to donate or visit Traid shops.
This is a mock up of the Traid app we would like to create. On the homepages of the app, there will be interactive and virtual images of the Traid lifecycle. This will start with a consumer putting clothes in to the bank, to the sorting of them in the factories, to putting them in to Traid stores. This will be virtual so that you can look around the shop and the factory and therefore see exactly what Traid does with the clothing people donate and the entire journey of the clothing. By using the arrows you can move around the different parts such as the factory and shop. The speech bubbles can be clicked on to bring you to other pages of the app.
NAME OF APP
These are examples of the pages that the links on the homepage will bring you to. There is a page where you can enter the code which you will be given when putting clothes in to the Jukebox clothing bank. This will then automatically enter you in to a prize draw with the chance of winning a trip to one of the countries that Traid work with, where you will be able to work alongside Traid and see what they do first hand. To make sure people continue using the app and donating clothes, there will be other features as well.. There will be a page with video’s that people can upload of themselves or others dancing to the music played by the jukebox when putting clothes in. This is a funny way of sharing your experience and allowing others to view it also. There will be a way of tracking the donations you make. Each time you have donated an item of clothing you can click on the appropriate icon and the app will automatically log this for you. It will add points each time and keep a track of how many points you have. Ultimately if you reach a certain number of points, there will be a prize of festival tickets for a number of people. This should work well as an incentive to get donating. This will work in association with home collection’s as this is the only way Traid will be able to track the amount people donate.
Labour behind the label – addressing the causes of mass fainting in Cambodia garment factories.
Traid as a company work within local schools to explore and discuss waste, reuse recycling, climate change, ethical fashion and world poverty. They have an education team that run fashion customisation workshops, school assemblies and classroom activities for primary and secondary schools but the work they are doing overseas is what is classed as most important. TRAID continues to find funds to fighting the war on global poverty and injustice through clothes recycling and activities that have an effect on the environment in the UK. These projects aim to improve the lives, environment and the wages of the people who work globally within a textile company and provide the clothes that we consume every day.
Pesticide action network UK – Pesticide free UK
Every Child Engal Karul (our voice)
One World Action & SEWA - cutting the chains, phase two
Fairtrade Foundation - empowering textile workers
GoodWeave - weaving a bright future
Vida Nueva - Costa Rica
CARE International, Girls Primary Education Programme – India
Children In Crisis – China
Disasters Volunteers Of Ghana Youth Football Team, Ghana
Oxfam - Intergrated Development Programme, Ethiopia
school of trek aid, India & Nepal Tibet Relief Fund - Sherab Gatset Lobling
PROMOTIONAL STRATEGEY
7
Here we have done some simple mock ups of what some of the pages on the Traid website would look like. As you can see we have made it easy and simple for people to enter their given code from the Clothing Bank Juke Box and be in with the chance to win an opportunity to go over and help with one of Traids projects abroad.
ONLINE PRESENCE Charity Website: Another part of our Big Idea is to show people how much their clothes are needed and where they’re going. For part of our online campaign, we made a mock-up of a website which shows each country Traid helps. By clicking on a country you can see whereabouts your clothes are going and who they’re going to by a selection of videos showing some of the people you’ve helped by donating. Around 70% of the people who answered our questionnaire wanted to see where their clothes ended up and who they were helping. Through this interactive website not only do you show donators where their clothes and money is going to you allow them to feel more connected with the brand creating a sense of emotion. Using this emotion people may be more likely to keep giving if they feel a real connect to the person their clothes are going to.
After evaluating our consumer research we came across an important
issue that we wanted to try and solve. A number of consumers kept quoting that they would probably donate more if they knew where there clothes were going to, and how they were helping a different person in a certain place. We felt this problem would be solved if we created somewhere online where consumers could log on and track where clothes were being taken to and get some formative information on how the donation is helping.
SOCIAL NETWORKING
2,762 -Tweets 1,546 -Following 3,664 – Followers
ANOTHER MOCK UP PAGE OF 1,566 - Likes THE WEBSITE 25 -Talking About This 44 -Were Here
TWITTER PAGE
OFFLINE PRESENCE
In order to create an awareness of our campaign for Traid, it is important to use the right platforms in promoting the events. Offline marketing is just as important and online marketing, we would release a press launch out to both major and independent publications including selected bloggers and key journalists. This would help spread the word on what the campaign was and how it was connected to Traid helping increase the charities awareness. We would also arrange interviews with selected magazine such as NME and Billboard the top music magazines to make sure that our target audience 16-25 year olds particularly young guys were aware of the campaign. Advertisement s would also be placed in Newspapers such as The Times and The Guardian to help raise awareness of the campaign and the message behind it.
WHAT?
VIRAL VIDEO
We would create a short but memorable viral video of people using the juke box clothing bank. The video would show someone choosing a song from the juke box rhen putting their clothes into the clothing bank whilst dancing and singing along. The video would show how the juke box has created a fun, vibrant atmoshphere for not only the person donating but for people passing by as well. Our main objective for this would be that it would not only influence people to donate but show how communities can be brought together just through music.
WHY? Our main subjective for the viral video is to make it fun, and we feel that an integrated approach works best. Viral videos have become popular through the process of Internet sharing, typically through video sharing websites, social media and email. Our hook for the viral video would be based around the mysterious clothing bank, which is also a jukebox drawing an audience in to watch this video. We hope that after consumers have watched and shared this viral video, that it will encourage them to make and upload there own bringing further interest into Traid.
SOCIAL NETWORKING? The viral video would be uploaded onto Youtube, and posted on the Traid Twitter account and Facebook page, from here we would hope for the video to be shared between individuals and make consumers want to go to London to investigate how the clothing bank works and mainly have fun with it. We would also have a page on our website and on the downloadable app, where consumers could upload there videos of themselves and friends using the cothing bank and get a chance to win festival tickets.
Celebrity Endorsement
Due to the fact our big idea is based all around music and the slogan ‘Fill your life with music, not clothes’, it is fitting that a singer should be the face of the campaign. Celebrity endorsement often helps boost brand awareness greatly. John Hilary, chief executive of War on Want, says "Celebrities have a very powerful voice," and believes they can be immensely useful. Celebrities are able to reach a mass audience who otherwise may not listen to what Traid have to say The results of celebrity endorsement are apparent. Suzanne Mainwaring, director of the Noah’s Ark Appeal which has raised millions of pounds towards the building of the Children’s Hospital for Wales in Cardiff since its launch in 2001 says “For us, celebrities have made all the difference. The well-known names who have supported our campaign have brought in enormous media interest, and then that has led to lots of donations. I would say that working with celebrities has been crucial in the fundraising strategy.” Another point is that young people constantly use the internet. They are more likely to Google the name of their favourite celebrity than a charity, and if this celebrity endorses a certain charity campaign hopefully they will become more aware of this also.
NfpSynergy surveyed more than 1,000 11- to 25-year-olds throughout mainland Britain. One in five young people said they would support a charity because a celebrity happened to endorse it. This shows this does have some sort of impact on which charities young people chose to support. We have chosen Ed Sheeran to be the face of Traid’s campaign. This is because we feel he would appeal to both male and female consumers. Ed Sheeran has also taken part in charity concerts and performed in Bristol, raising £40000 for a charity which reaches out to sex workers. The singer said "There's a lot more popular charities that get a lot of attention. And with certain subjects like this they're often washed over and people don't necessarily give them the attention they deserve." This shows that he is particularly interested to help charities which are not as well known, just like Traid, making him a suitable celebrity to front this campaign.
CONCLUSION
8
WHAT DO WE HOPE TO ACHIEVE BY DOING THIS PROJECT? About our project: We want more and more people to know about Traid and support this charity by donating their unwanted clothes. We aim to get more people paying attention to the charity by creating a fun way to donate. In this project, we thought an innovative and interesting way, would be to use a large, interactive campaign such as a jukebox clothing bank. This would ensure maximum exposure by the media, creating a buzz around the charity and make people want to join it themselves. At the same time, we want more people know about what this charity means, not only the people Traid helps but also help the environment through sustainability.
CONCLUSION
W
HY
T
S I H
A S I
G
D O O
ID EA
FO RT
RA
ID
?
We feel our proposed ideas for Traid are a good idea as they aim attention to particular consumers who aren’t necessarily aware of what differences donating their clothing can make. After conducting lots of primary research we discovered that the consumers who didn’t donate were particularly interested in music, which brought us to our idea of having a juke box clothing bank, as we feel this would make donating fun and encourage more people to donate. We also found that people who already donate their clothing also show an interest in music, we feel having the jukebox clothing bank would almost be like saying ‘thank you’ to them. Over all we feel focusing our attention on these certain consumers would bring Traid a lot more custom whilst also help educate people on what is happening in the world globally.
APPENDIX
1 K EE Start primary and W secondary research. Intial big ideas. Brainstorm. Ideas for layout. Sort out team blog.
Wed 8th K EE
3
W
WE
EK Case Studies. 2 Previous promotional campaigns. Consumer profiles. (people who donate/people who don’t donate) Ethics forms. Plan.
Wed 15th EK
WE
Big idea finalised. Plan of writing. (Break up report.)
Wed 1st
4
Start Writing Wed 17th
K EE
5
W
Wed 22nd EK WE
Put all work together and proof check ready to print on Wednesday.
6
Hand in on Friday. Wed 24th
Critical Path
CONSUMER PROFILE QUESTIONS List of Questions for consumers: 1) How old are you? 2) Are you male or female? 3) What is your current profession? 4) Do you donate your unwanted clothes? 5) How do you currently donate? 6) If you throw away your clothes why do you do this instead of donating? 7) What kind of music do you like? 8) What interests and hobbies do you have? 9) What are you favourite holiday destinations? 10) Who are your favourite icons/celebrities?
SURVEY Questions
And Results
SWOT STRENGTHS • They have great Brand Image. • TRAID has over 900 textile recycling banks across the Midlands, North West, London and the South East and we are always looking for new sites to place banks. (Traid official website)
OPPORTUNITIES •
Charities get more attention now. Do promotion campaign and Advertising
•
Donate clothes is an easy and convenient way to join the charity.
•
They hold on some educational activity.
•
Zone broadening
•
A lot of people will donate the unwant clothes
•
Strategic alliances
•
Clothes style
• Compared with the government, non-profit organizations flexibility in certain areas involved in social assistance, close to the grass-roots level, more efficient, have greater advantages.
WEAKNESSES • Although they have 900 textile recycling banks around the United Kingdom, they just have 10 retail shops in London. It is not Convenient to consumers who prefer to shop in the retail not online shopping.
THREATS •
Competition: A lot of charity clothes Brands
•
Not do promotion campaign and Advertising
• Credibility
•
Funding sources need to expand.
•
•
Strategic alliances
How many people buy it
Consent forms
Amiya’s Story – Case Study
Extra Case Studies
Amiya would rather die than go back to working on the ‘sumangali thittham’ scheme. “I don’t want to live in this world if that happens” she says “I felt like a slave”. Amiya had planned to work for three years, for a daily wage of 110 rupees(less than £1.50) and an end payment of 40,000 (£520). She lived in a hostel at the mill and worked from 3:30pm to midnight or midnight to 8:30am every night of the week. Often she would be forced to work a double shift meaning she worked for 18 hours with just two 15 minute breaks. She was given a pancake for breakfast and rice and water for lunch and dinner. Very soon she became anaemic. Eighteen months into Amiya’s contract, her friend was found dead, having consumed chemical hair dye. The supervisors said she had committed suicide “because she was in love with a boy”. Amiya thinks differently. “I think they have done something to her and killed her” she says, explaining her friends body had been found covered with mysterious wounds and bruises. Amiya persuaded her parents to let her leave the scheme. She has nothing from her time in the mill: she spent her wages on treating her anaemia, and was too frightened to ask for any part of the end payment. “I was afraid (the supervisors) would threaten me” she says. Through the Girls At Risk project, Amiya is now enrolled on a one year technical training course in fashion design in Dindigul and hopes to gain the skills to secure safe employment or start up her own business.
Ashwini’s Story – Case Study
Ashwini’s parents are dead, so she went to live with her aunt and uncle. One day an agent approached her to work in the mills. “They said I was a burden to my aunt and uncle and that I could earn my own dowry. I felt guilty and worried. I went to work and live in the mill and help them and get a dowry. At the mills she did 12 hour shifts, sometimes longer, “The night shifts were very difficult. It was hard work, standing up. I was treated badly. The food was bad and often had bugs in it. Sometimes, I preferred to stay hungry but you’d faint from exhaustion.” Ashwini worked in these conditions for two years and then caught smallpox. Even though she was ill, she was made to work. The smallpox lead to blood poisoning. Still the mill did not let her leave. She lay sick on the floor of her room. She said “someone put a blanket over me”. Finally the mill let her go, She was taken to a doctor in a dangerously ill state. Fortunately there was a mobile clinic which provided free medicine, and she has made a slow but steady recovery. The illness caused severe scarring and damaged her hands so badly that she can no longer work. She recalls “The first year I was so deformed, my face, skin and hair, people were scared of me. The medicine helped and people can now look at me. For the two years she worked, she received 1000 rupees (£14). Today, Ashwini talks to parents about the reality of life in the mills to persuade them not to send their children.
Julien Dedoumin’s Story – Case Study
Julien is a president of the village organic cotton growers association, He farms 5 hectares of cotton which he grows with other crops including local foods maize, cassava, yam and egusi. Conventional cotton farmers around Glazoue can achieve yields of up to 40% more than those of organic growers. However they have to spend around half their incomes on chemical fertilizers and pesticides. Organic growers also receive a premium for their cotton and can grow other crops like cashews, maize and sorghum alongside their cotton. This means that organic farmers tend to make a higher profit than conventional farmers. “Before organic, I used to use pesticides to grow my cotton. After spraying I would feel dizzy and sick. I had a rash all over my arms that itched terribly. I scratched until I bed. Now I grow organic cotton. I make more money and I don’t need to spend money on dangerous pesticides. I have been able to build a good home for my family and I to buy a motorbike”. Thanks to training and access to new technologies, Julien and his fellow organic cotton farmers have been able to dramatically increase their yields over the past two seasons making growing cotton a viable economic alternative. To Julien, it means more money in his pocket and less damage to his and his family’s health.
Sunitha’s story – case study
Sunitha Bollempalli, 27, is an organic cotton farmer and producer organization member. She was trained through a similar Oxfam project in India and now supports others. “The project taught me about organic farming methods and I support other cotton farmers switching to organic. Now people are addressing me as ‘madam’, which makes me very happy and I am getting respect for my work and the support I am giving to others. This work has made me feel like I am doing something of value. I feel the difference and the change that has come since converting to organic methods. Not just in my home, but in the community, especially because of the gender training. The idea that men and women are equal, that women have value is now present in our community. I also feel that caste discrimination has decreased through this programme as it has involved women from the Dalit community. I am now able to afford to put my children in a much better school. I wanted to continue studying, but I got married so young that I had to stop, which left me with a really strong desire for my children to get a good education, and now they are. My job and our profits from organic cotton are helping to make this possible. My children have a bright future ahead. This is the most important thing to me.”
References
Emma WILLIAMS, D and STEVENSON, N 2011. Use and end of life[online] Available at http://www.sustainable-fashion.com/resources/sustainability-in-action/consumption/ [Accesses 11 May 2012] Viv List of Illustrations Figure1. People with clothes bank (2013) by TRAID: Website Figure2. TRAID’s warehouse in Wembley (2013) by TRAID: Website Figure3. TRAIDremade logo( 2013) by TRAID: Website Figure4. TRAID Westbourne Grove (unknown) by Mary Pullen: Website Figure5. TRAID has achieved Green Mark Level 1 accreditation(2013) by TRAID: Website Website: TRAID., 2013. People with clothes bank[online]. TRAID. Available at: http://www.traid.org.uk/host. html [Accessed 12 May 2013]. TRAID., 2013. TRAID’s warehouse in Wembley[Online]. TRAID. Available at: http://www.traid.org. uk/ops.html [Accessed 12 May 2013]. TRAID., 2013. TRAIDremade logo[Online]. TRAID. Available at: http://www.traidremade.com [Accessed 12 May 2013]. Mary, P., Unknown. TRAID Westbourne Grove[Online] TRAID. Available at: http://www.traid.org. uk/shopat.html [Accessed 12 May 2013]. TRAID., 2013, TRAID has achieved Green Mark Level 1 accreditation[Online]. TRAID. Available at: http://www.traid.org.uk/policy.html [Accessed 12 May 2013]. Megan Unknown. (2011). Has celebrity activism gone too far?. Available: http://www.bbc.co.uk/news/magazine-12357524. Last accessed 10th May 2012. Guardian Professional. (2011). Celebrity endorsement is just part of the mix. Available: http://www. guardian.co.uk/voluntary-sector-network/2011/feb/07/voluntary-sector-network-blog. Last accessed 10th May 2012.
Cartmell, M. (2011). Celebrity endorsement of charity campaigns called into question. Available: http:// www.prweek.com/uk/news/1052346/Celebrity-endorsement-charity-campaigns-called-question/. Last accessed 10th May 2012. Unknown. (2012). Ed Sheeran gig in Bristol raises £40,000 for One25.Available: http://www.bbc.co.uk/ news/uk-england-bristol-18163708. Last accessed 10th May 2012. Emma Reference: APTN, 2013. Bangladesh struck by new clothes factory disaster [online] Available at: http://www.telegraph.co.uk/news/worldnews/asia/bangladesh/10045808/Bangladesh-struck-by-new-clothes-factory-disaster.html [Accessed 18 May 2013] Fig ?. Guardian Page (2004):online http://www.meet-the-family.net/the-guardians-sum%C2%ADmer-party/ Fig. Florence by NME Magazine (2011):online Fig 1-19. Consumer Profiles (2013) ‘own photographs’ Sophie PICTURE ON WEBSITE MOCK UP PAGE Bex, (2012), We’d Love The Clothes You Don’t [ONLINE]. Available at: http://beckybeach.net/wp-content/uploads/2012/10/We%E2%80%99re-funding-projects-to-end-child-labour-across-the-textile-supply-chain.jpg [Accessed 03 May 13]. Quote on sustainability John Anderson, president and chief executive officer of Levi Strauss & Co 2010
TEAM MEETINGS Team Blog online address: http://adsandgraphics.tumblr.com/
Team Minutes: First Meeting 17/04/2013 All attended Time: 1hour Meeting 22/04/13 All Attended Time: 40 mins Meeting 30/04/2013 All Attended Time: 55 mins Meeting 31/04/13 All Attended except Juliar (Appologies sent) Time: 2 hours Meeting 3/5/13 All Attended except Sophie (Appologies sent) Time: 1 hour Meeting 9/05/13 All Attended Time: 2 hours 30 mins
Meeting 10/05/13 All Attended Time: 1 hour Meeting 13/05/13 All Attended Time: 80 mins Meeting 15/05/13 All Attended Time: 3 hours Meeting 16/05/13 All Attended Time 3, 1/2 hours Meeting 17/05/13 All Attended except Juliar (Apologies sent) Time 3 hours Meeting 18/05/13 All Attended Time 3 hours