Campaign: Save it With a Scarf
Client: World Land Trust
PR team: Emma Beckett PR
Timescale: October 2010 - May 2011
Budget: Pro bono
The World Land Trust, a conservation charity, joined forces with Liberty of London and the Winchester School of Art to raise funds for five land protection projects including the Argentina Atlantic Rainforests, the Keepers of the Wild and three other projects in Borneo, India and Paraguay.
To raise £10,000 by autumn through the sale of scarves at Liberty.
STRATEGY AND PLAN
A competition was launched asking final-year textile students to design scarves inspired by the projects. Judges including Liberty's accessories buyer Alexandra Stylianidis picked one winning entry from each country. The chosen designs were turned into products and went on sale in the Liberty scarf hall, with 15 per cent of profits going to the chosen projects. The PR team secured sponsorship from City law firm Charles Russell and the Winchester School of Art. It also got model Lily Cole to donate time to the project and DJ Bip Ling to perform at the launch party.
MEASUREMENT AND EVALUATION
Coverage included articles in Tatler, Marie Claire, InStyle, Mail on Sunday's You Magazine, Vogue.co.uk, Telegraph.co.uk and Guardian.co.uk
Three hundred scarves have been sold so far, and the campaign has raised £5,100. Liberty has put in another order for autumn/winter 2011.