Give Up Clothes For Good exhibition by world famous photographer Jason Bell
In celebration of the 10th anniversary of the Give Up Clothes for Good campaign, TK Maxx and Cancer Research UK are hosting an exclusive exhibition of works by world famous photographer Jason Bell. I arrived at the Pall Mall Galleria and was proud to see my PR campaign from 2014s Give Up Clothes for Good campaign on display.
Give Up Clothes For Good encourages donating your old clothes to raise money for children’s cancers.
Launched in 2004, Give Up Clothes For Good is a biannual campaign based on encouraging people to clear out their wardrobes and donate quality unwanted clothes and household items to raise money for the treatment and cure of childhood cancers. The donated items are collected from TK Maxx stores and later sold across the network of CRUK stores.
I needed to come up with a witty and motivating call to action that encouraged the whole nation to take part in the biggest clothes collection ever. We took the double meaning of ‘Give Up Clothes For Good’ to suggest we all go naked for a good cause. A simple proposition that would guarantee stand out across all media. In order to engage the public and ensure extensive coverage, we set about contacting a host of celebrities to pose for some very tasteful and modest, naked themed shots, playing on the campaign strapline ‘Bare as you Dare’. Celebrities including Jade Jagger, Bruno Tonioli, Liz McLarnon, Sol Campbell, Lucy Benjamin, Julia Bradbury, James Anderson, Christopher Biggins, Kate Walsh all ‘dared to bare’ For the cameras in aid of raising valuable funds for charity and encourage the public to
strip their wardrobes bare too.
Whilst I was confident that images of naked celebrities shot by renowned celebrity photographer Jason Bell would provide us with a compelling news pictures, we also felt that the campaign project merited a pre awareness launch and a series of regional launches around the country that would serve to maximize awareness.
During the pre awareness stage TK Maxx, HomeSense and Cancer Research UK teamed up with online auction site eBay for a celebrity clothing auction. I set about contacting celebrities – Sharon Osbourne, Duffy, David Walliams, Jade Jagger, Tyra Banks, Nicky Hilton, Rupert Grint, Leighton Meester and the Duchess of York are just some of the celebrities who pledged an item. The team got busy selling in to fashion bloggers, showbiz desks and celebrity titles.
A week before the media launch day on April 6th the celebrity images were seeded with Press Association and Heat magazine offered the magazine exclusive. Over the Easter bank holiday weekend, the national picture desks and showbiz desks were spoken to in order to ensure the messaging and campaign credits were correct. National and regional sites were targeted, as well as relevant fashion blogs, entertainment and lifestyle outlets. encourage bag drops.
Local celebrities across six key regions with high regional media density also helped drive awareness. Regional photo-calls took place on launch day with local talent wearing a large Give Up Clothes For Good bag including Paul Potts in Cardiff, TV presenter Amanda Hamilton in Edinburgh, Ex Gladiator in Leeds, BBC Midlands presenter Suzanne Virdee in Birmingham and Orlaith McCallister in Belfast, as well as a photocall in Southampton. The team got busy selling in the pictures to regional targets. Inorder to target the fashion press, we worked with Jade Jagger who carried out interviews for Stylist and Stella. In addition we secured interviews with Bruno Tonilio in OK Magazine, Kate Walsh in Closer.
To keep the momentum going throughout the three week campaign and to encourage bag donations we scheduled regional activity during this time, including ‘naked’ radio drops using two naturists from Living’s ‘Four Weddings’ Fame in the final week.
TK Maxx, HomeSense and CRUK have smashed the 2008 till point donations revealing £258,097.65 worth of donations.
On Monday 5th April, the pictures and press release were issued under embargo to all national and regional newspapers and all major online outlets, supported by an aggressive call round.
The following morning I had secured newspaper coverage within The Sun, Daily Mirror, Metro, Daily Record, Daily Star, Daily Mail, The Times, Daily Telegraph.
The story was also successful in reaching newspaper websites including The Sun Online, Daily Mirror Online, Metro Online, Daily Mail Online, and The Daily Telegraph Online, as well as a fully credited.
Other key outlets secured include BBC Entertainment News, Sky News, Yahoo! and MSN, all crediting TK Maxx, HomeSense and Cancer Research UK. Online coverage continued to mount throughout the day, with stories appearing on online outlets.
The campaign became part of the ‘naked’ zeitgeist and discussions on Radio 4’s Woman’s Hour and articles in the Evening Standard ‘Naked London’ affiliated TK Maxx and CR-UK with the story. As well as TV presenter Kate Walsh talking about the campaign on Live At Studio Five and Liz McClarnon on The Wright Stuff.