Voluntary sector: Super scarves raise funds to save land

World Land Trust: Save it With a Scarf campaign
World Land Trust: Save it With a Scarf campaign

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.

OBJECTIVE

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

RESULTS

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.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to continue deliberations tomorrow

Max Clifford trial jury to continue deliberations tomorrow

The jury in the trial of celebrity publicist Max Clifford has been sent home after a second day of deliberations about its verdicts on 11 charges of indecent assault.

Champagne producer Charles Heidsieck appoints Story PR