Give Up Clothes For Good

celebrities bare all for Cancer Research camapaign

Overview / Brief

Having previously worked with TK Maxx on the Comic Relief regional Red Nose Day t-shirt campaign in 2009. Taylor Herring was asked to promote its Give Up Clothes For Good charity partnership campaign which is run with Cancer Research UK and HomeSense.

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. 

The campaign required a broad hitting call to action idea that would raise awareness and educate the public about Give Up Clothes For Good in national and regional media as well as promoting TK Maxx and HomeSense’s association with Cancer Research UK and position the TK Maxx brand as fashionable, stylish and good value.

The Campaign

We honed in on the double meaning of ‘giving up’ clothes and set about lobbying celebrities to pose for some tasteful naked themed portraits.

We secured over a dozen famous faces including Jade Jagger, Bruno Tonioli, Liz McLarnon, Sol Campbell, Lucy Benjamin,  Kate Walsh, Julia Bradbury, James Anderson, Christopher Biggins to bare all for the cameras and encourage the public to empty their wardrobes too.

We staged a series of regional launches around the country that would serve to maximize awareness in key demographic regions and encourage bag drops.

Jade Jagger carried out exclusive positioning interviews in Stylist and Stella. We set up a feature with Bruno Tonilio in OK! – the UK’s biggest selling weekly magazine and Apprentice star Kate Walsh spoke to Closer and New about the campaign.

Taylor Herring and the team at CRUK teamed up with online auction site eBay to stage a celebrity clothing auction and persuaded Sharon Osbourne, Duffy, David Walliams, Jade Jagger, Tyra Banks, Nicky Hilton, Rupert Grint, Leighton Meester and the Duchess of York to pledge an item. Our team got busy selling in to fashion bloggers, showbiz desks and celebrity titles. Auction announcement coverage included key targets such as Heat, Mirror, Closer online, Grazia online, Female First and My Fashion Life.

On the eve of the launch the images were issued under embargo to national and regional newspapers and all major online outlets, supported by an aggressive call round to ensure correct crediting.

To keep the momentum going throughout the three week campaign and to encourage bag donations we scheduled regional activity with celebrities on launch day. TK Maxx stores in Belfast, Edinburgh, Birmingham, Leeds, Cardiff and Southampton were chosen due to their high footfall and proceedings kicked off with a series of regional photo-calls of local talent wearing an oversized Give Up Clothes For Good bags. 

To give the campaign a final push in the last week.  We targeted broadcast media by doing a radio drop with celebrity nudists Ivy Pink and Graham Winston Peters (of Living’s ‘Four Weddings’ fame); with the aim of getting breakfast and drive time presenters of commercial radio stations to talk about the campaign. We also delivered luxury cupcakes topped with edible images of our naked celebrities from the campaign.

Measurement and Evaluation

The campaign, which has been evaluated at £2.3 Million AVE, generated over 150 national and regional articles including broadcast, as well as huge online pick up with over 360 Million unique users logged into the dedicated website.

Supported by stars and shoppers across the country, the campaign has already raised a staggering £3.2 million to help beat children’s cancer and looks to raise over £6 million for groundbreaking research by the end of 2010.

On launch day fully credited page leads and clips were secured in Daily Mail, The Sun, Daily Mirror Metro, Daily Star, Daily Record and Daily Sport. The campaign became part of the ‘naked’ zeitgeist with features in the Evening Standard on naked London and discussions on Radio 4’s Woman’s Hour, The Wright Stuff and Live From Studio Five. 

 Notable online coverage included homepage slots on AOL, Metro, Female First, Independent, Sugarscape and Daily Mail, with major pieces live on Heatworld, Bella, Virgin Media, PopSugar and Cosmopolitan. Now Magazine ran the video alongside their gallery from the shoot and coverage crossed over to US sites with Perez Hilton, US Weekly and E! online all running a story.

 Our regional media campaign was also a great success with fully credited coverage secured in Wales, South Wales Evening Post and South Wales Echo following a media call with Paul Potts, as well as online sites including Wales online, BBC News Wales and South West Wales News.  TV Presenter Amanda Hamilton took part in our photo-call in Edinburgh.  Coverage ran in Edinburgh Evening News, Herald & Post and East Lothian Courier.  In Leeds a photo-call took place with ex gladiator Zoe Williams.

Coverage appeared in the Yorkshire Evening Post, Leeds Guide, Telegraph and Argus in Bradford and Leeds as well as the Southport Visitor.  In Birmingham, BBC Midlands TV presenter Suzanne Virdee took part in a photo-call.  Coverage was secured in the Birmingham Mail, Shropshire Star and Birmingham Evening Mail.  Model Orlaith McCallister bared to dare in Belfast and coverage appeared in Belfast Evening Telegraph. 

 

 

 


 

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The client said...

If you could write your ideal description of what you would expect from a PR agency then you would hire Taylor Herring. They have a clear understanding of the brief and the expectations of the client. The team worked tirelessly to ensure they delivered and more often than not, over delivered fantastic results. This year’s Give Up Clothes For Good has been a phenomenal success and we’re delighted with the coverage generated by the campaign.Helen Gunter, Head of Public Relations,TK Maxx (UK & Ireland)

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