Our 2020 consumer campaign, designed to ignite the circular economy and encourage people to keep clothing in use for longer, proved to be the most successful to date.
Our annual Get Redressed Month has become one of our key vehicles for engaging with the public and educating them about keeping clothes in use for longer. Now in its third year, the month-long campaign is not only an opportunity for people to rethink their relationship with fashion, but also a chance for us to highlight the negative impact that the fashion industry has on the environment. After two successful campaigns, we were determined not to let the challenges presented by Covid-19 stand in our way in expanding our reach through partnerships with corporates, brands and schools.
Overall, we engaged with 59 companies, brands and schools through GRM 2020. We placed 52 public collection points in shopping centres shops and restaurants in addition to the 14 points in schools and corporate businesses.
GRM public awareness ramped up with a visually compelling social media campaign, involving local influencers and prominent figures, an industry study, and advertising in media including the SCMP, Localiiz and Liv Magazine. Communications and PR efforts focused on the core message of the campaign, ‘Keep clothing in use for longer’, but always included a clear call to action to encourage involvement such as taking unwanted clothing to a collection point, engaging in social media or taking part in one of our events.
The campaign also benefited from exceptional public exposure through awareness posters in 22 MTR stations for two weeks of October on the Ma On Shan, West Rail Line and East Rail Lines. Our first ever socially driven competition – The Hunt – was created to find the oldest and most treasured clothing in Hong Kong. Through Facebook, Instagram and the Get Redressed webpage, the public shared their stories to inspire others on why conscious purchase can lead to a long-term relationship with clothing. Check out our winning entries here: https://www.redress.com.hk/getredressed/2020
We continued our work with schools and businesses to educate people on the impact of fashion waste on our environment. We conducted 35 talks to businesses, organisations and schools both online and offline, reaching over 5,000 individuals across a range of ages, demographics and income brackets.
Want to know more about our plans for 2021? Keep an eye out for updates on our website and social media. If you’re a corporate or brand and you want to get involved this year, email zoe@redress.com.hk for more information.
A big thank you to our partners; without them our work would not be possible.
