SKIP - CLOTHES WITHOUT CONSTRAINTS/ LIMITS
Intro - Challenge
Inclusion vs exclusion is a major emerging trend in Social Responsibility strategies, advocated by various brands. Our challenge was to make this trend relevant to our detergent brand Skip via an original and innovative initiative. An initiative related to clothes, the main object of the brand.
Through monitoring global actions in the fashion industry and in collaboration with associations and experts, we noticed that everyday dressing – a simple task for most of us – can be a real struggle for people with difficulty in mobility, individuals in a wheelchair. This was our insight in proposing the “adaptive clothing” platform to Skip, i.e. clothes which are tailor-made which take into consideration the handicaps faced by these people, clothes that can improve their lives and facilitate the task of getting dressed. Clothes that can enhance their self confidence.
We created an integrated awareness campaign with a call to action for Skip consumers to become part of our “chain of goodness” and the adaptive clothes’, especially designed for the children of the Spastic Society NGO, donation scheme.
The campaign was carried out exclusively at AB supermarkets and was supported via a TV tag, POP materials, native articles, radio mentions, podcasts and digital materials.