Campaigns: CSR - Celebs discard their clothes for TK Maxx

Campaign: Give Up Clothes For Good
Client: TK Maxx
PR team: Taylor Herring
Timescale: April 2010
Budget: £50,000

Taylor Herring was asked to help TK Maxx promote its charity partnerships through Give Up Clothes For Good, a campaign that encourages people to donate clothes and household items to raise money for Cancer Research UK.

Objectives

- To raise awareness of the campaign

- To encourage donations.

Strategy and plan

The PR team lobbied celebrities to pose for naked themed portraits and secured famous faces including Jade Jagger, Sol Campbell, James Anderson and Lucy Benjamin to bare all. Regional launches were held and features were set up with regional media as well as glossy consumer magazines. A celebrity clothing auction was held on eBay including donations from Sharon Osbourne, Tyra Banks, David Walliams and the Duchess of York. Regional activities were carried out with celebrities on launch day, and in the last week a radio drop was carried out with nudists from Living TV's Four Weddings show.

Measurement and evaluation

The campaign generated more than 150 national and regional articles and broadcast items, and 360 million unique users logged into the campaign website.

Results

The campaign has raised £3.2m and looks set to hit £6m by the end of the year.

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