Live Your Values

Client: Cotton Inc.
Company: DoSomething.org
Project role: Senior creative strategist

COTTON INCORPORATED — “Green Your Getaway”

Cotton Inc. wanted to highlight cotton's natural composition and stand out compared to cheaper synthetic fabrics. To make it an appropriate DoSomething campaign, we needed to identify a cause-based angle appealing to our members that would make an actual positive impact in the world. With 87% of young people saying sustainable travel mattered to them and only half saying they do it, I identified an opportunity.

"Green Your Getaway" was launched ahead of the summer, establishing ways for young people to think about the items they travel with, their clothing purchases' impact on the environment, and the value of recycling clothes. People were encouraged through customized postcards featuring an SMS keyword to take "8 steps to protect the environment wherever they go, whether to camp, the beach or a lake, theme parks, on a road trip, or just kicking back on a staycation."