SEMPL 2004 ALTERNATIVE MEDIA Title: TAG Client: CROATIAN RED CROSS

There are still many people in Croatia who need help because of war and new economy system. People who can't afford basic things, such as clothes, food... Croatian Red Cross has launched a campaign to collect old clothes for those people.

The new pants have become the media for collecting old pants. When shopping, people always look at the price label. Therefore we have chosen the solution which is the most adequate. We created an ad in the shape of a label and arranged to launch them in the clothes stores.

We have launched the ad in unexpected places. The message itself, that persuades And we like your old clothes. If you dont need it, bring it to us. Thank you., is strong and logical. If youre buying new clothes you could help someone by giving away your old clothes that you no longer need or wish to wear.

Our goal was to collect as many old clothes as possible. So we have chosen to apply our label ads to the widest range of merchandise: shoes, shirts, t-shirts, jackets, pants… The campaign is designed to be national in scope; it will take place in different Croatian cities.

The campaign turned out to be a success. The Red Cross storages are being refilled. The production costs were 2500 euros only and already in the first week we have collected enough clothes for 312 poverty-stricken families.

Thank you for your attention. Copyright and property in this material belongs to McCann Erickson Croatia.