Lost Stock, the impact clothing box business, launched in response to retailers cancelling completed lines due to Covid-19, has launched a multimedia advertising campaign in the run up to the golden retail quarter – asking consumers to harness the power of clothes to do good.
The #TheseClothes campaign showcases the impact that clothing bought from Lost Stock has made in supporting the garment workers and factories impacted by brands cancelling billions of dollars worth of clothing orders. This impact is highlighted alongside images of the clothes received by consumers all over the world. For every box of clothes bought from Lost Stock a family in Bangladesh is supported for a week and the items in the box are saved from potentially ending up in landfill.
Since launch, nearly 120,000 boxes have been bought by consumers, enabling Lost Stock to provide 120,000 weeks worth of support through their NGO partner Sajida Foundation.
To deliver this campaign Lost Stock has been supported by Out of Home media company Clear Channel, who have run the 10 second video ad across digital screens in leading shopping malls across the UK, from Brent Cross (London) to Silverburn (Glasgow) and intu Merry Hill (Birmingham), reaching millions of people.
In the coming weeks the video will be shown a further 5m times on YouTube and is expected to reach over 1m impressions on Facebook. The campaign will also be supported by a range of global influencers.
Due to Covid-19 over $2bn worth of clothing orders were cancelled in Bangladesh, where 84% of the export economy relies on the garment industry. A recent survey by Power and ParticipationResearch Centre and BRAC Institute for Governance and Development showed that 60% of poor and low income workers received no support during the initial lockdown in Bangladesh.
Lost Stock’s CEO Cally Russell said “When we launched Lost Stock five months ago our focus was on how we could utilise the cancelled clothing stock to help those in the fashion supply chain most impacted by coronavirus induced stock cancellations. The support given by consumers to Lost Stock and the money we have been able to provide to garment workers and factories has been mind blowing. Our #TheseClothes campaign aims to showcase the good #TheseClothes have done while providing a direct way consumers can help garment workers.”
Clear Channel’s CMO Martin Corke said: “We were delighted to lend our support to Lost Stock to help raise awareness of their worthwhile and innovative venture. Their proposition of doing good through consumer purchases resonated with us and aligned with our own mission to be a Platform for Brands and a Platform for Good.”