menu

Charity Creates Thrift Store Brand To Reach Young Donators

Charity Creates Thrift Store Brand To Reach Young Donators
Advertising

McCann Israel teamed up with a local NGO to help provide the needy with food by selling vintage clothes.

Ryan Gerhardt
  • 28 february 2013

The Salvation Army, the Goodwill Store, and thrift shops: these are now the coolest places to buy new clothes. Or rather, new-old clothes.

The resurgence of vintage and retro styles among today’s youth, perpetuated by the hipster lifestyle that is nowhere more evident than off the Bedford Avenue stop in Brooklyn, has breathed new life into many urban thrift stores – and not just in the US. In an attempt to raise donations for the needy, elderly population in Israel, McCann Digital Israel capitalized on this concept in a big way.

Roots-campaign

Israel is home to thousands of Holocaust survivors and other elderly people who are finding it difficult to support themselves. Many of them have little to no money and food, with limited means of obtaining any. Unfortunately, most young people simply don’t care about the plight of the elderly. So how do you engage an apathetic youth population?

Provide them with something they can relate to.

Ami Alush, a creative director at McCann, breaks down this goal into a simple objective:

Instead of showing yet again elderly Israelis rummaging through garbage cans looking for food, which unfortunately nobody notices anymore, we thought about coming from a more positive direction in order to raise funds.

While the growing elderly population in Israel may not have a lot money or much in common with the younger generation, they do have something today’s youth want: original, vintage clothing.

McCann worked with the Shorashim Group, an organization that helps provide food for elderly people in need, to take advantage of this resource by creating their own vintage clothing brand. The organization asked the elderly they provide services to donate any unwanted clothing they may have. The clothes were then cleaned up, repaired, and incorporated into a photo shoot with many well-known Israeli models.

Roots-models

The clothes, which were tagged and rebranded as ‘Roots: Second Hand Fashion’, were made available through a special online store and select local thrift shops. Billboards, print ads, online banners and other digital ads promoted the ‘new’ Roots line, in addition to incredible press coverage from local media, fashion bloggers, and news outlets. The results of the campaign were staggering: In less than a week, the entire 2013 online collection had sold out.

Roots-logo

With all the proceeds from the Roots initiative being donated back to the Shorashim Group, they were able to provide 1,400 holiday meals to local elderly people in need. The campaign was simple, and unbelievably effective, in reaching Israeli youth and engaging them to donate, showing a great example of making charitable giving relevant to the target audience. Plus, the Roots campaign successfully provides a donation platform for years to come, as additional seasonal lines can be released. Surely, Macklemore would be proud.

Check out a video of the campaign below:

McCann Digital

Shorashim Group

Images via McCann Digital and Macklemore

Advertising
Trending

Bringing Food Innovation To America's Crowded Milk Market

Food
Culture Today

Artist Designs Covers For Books That Don’t Exist

Published by the fictional "Specious Books," the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Trending

Get PSFK's Related Report: Future of Automotive

See All
Financial Services Today

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

Advertising Today

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Thanks to a new partnership between the ride sharing service and Budweiser, drunk passengers are able to receive free rides

Augmented / Virtual Reality Today

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

Travel Today

What Happens When An Entire Airport Terminal Rebrands Itself?

JFK's Terminal 4 underwent a dramatic design facelift to guide and delight travelers

Home september 23, 2016

Watch This Fire Pit Dance Along To Your Favorite Song

Music City Fire is a system that is designed to flicker in time to ambient music

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Today

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Automotive september 23, 2016

Slick GPS Navigator Gives Directions To Moped Riders

This small, round device attaches to a sideview mirror to display maps for safer traveling

Home september 23, 2016

A Clock That Beautifully Manages Your Information Overload

The wall-mounted timekeeper is made to help people maintain focus and stay up to date with their appointments

Arts & Culture september 23, 2016

Performance Piece Blends Dancers Into Folds Of Light

The work provides commentary on the increasing connection between programmed and analog dimensions

Design & Architecture september 23, 2016

Design Firm Adapts Childhood Homes For Unemployed Young Adults

The studio has unveiled three prototypes of transformed living spaces for people forced to move back in with their families

Health september 23, 2016

These Chocolate Squares Claim To Reverse The Aging Process

A group of researchers from Cambridge University have developed a candy bar that promises to give you a youthful glow

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Cities september 23, 2016

Food-Producing Architecture Competition Seeks To Better Feed Cities

A design challenge in Copenhagen highlights the need and beauty of urban farming

Health september 23, 2016

Wearable Monitors Sun Exposure To Prevent Sunburn

The clip monitors UV rays to make sure you're not receiving too much sunlight

Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

No search results found.