Most PR campaigns we hear about are big ones that involve lots of money and great hopes for visibility. Problem is, a lot of them are basically PR for PR’s sake and don’t really make much difference in the grand picture, at least, certainly not for us normal folk that aren’t in the business.
That’s why I was so impressed when I heard about the latest campaign from Levi Strauss & Co. (ya know, the jeans folk), the “care tag for our planet”. Next time you buy a pair of Levi’s jeans (well, depending on how quickly it spreads through their channels), your tag might well look like this:
Can you see the bottom lines? It’s “DONATE TO GOODWILL WHEN NO LONGER NEEDED AND CARE FOR OUR PLANET”.
The campaign is managed by Denver-based PR agency Johnston-Wells and they told me that “the goal of the tag program is not only to divert billions of pounds of unwanted clothing from landfills each year by giving them new use through donations, but also to help those who need affordable, gently used clothing or the services Goodwill provides from the revenue raised at its retail stores.”
Next time your jeans are worn out or have mysteriously shrunk to the point where they don’t comfortably fit, have a look at the tag, it might just encourage you to drop ’em off at the local Goodwill box.