Cotton Inc. and 'National Geographic' align efforts

NEW YORK: National Geographic Kids magazine is partnering with Cotton Inc. on a CSR effort. The pair will work to set a Guinness world record in collecting jeans, as part of Cotton Inc.'s "Cotton. From Blue to Green" campaign.

NEW YORK: National Geographic Kids magazine is partnering with Cotton Inc. on a CSR effort. The pair will work to set a Guinness world record in collecting jeans, as part of Cotton Inc.'s “Cotton. From Blue to Green” campaign.

The magazine is using its next three issues, April through June, to encourage readers to set a Guinness record for the largest collection of clothes to recycle. The magazine's drive latches on to the three-year-old denim-donation cause effort from Cotton Inc., which encourages consumers to donate old jeans for recycling into environmentally friendly home insulation. The insulation is then used to build homes in areas affected by natural disasters.

The magazine is focusing its drive-specific media outreach effort on consumer titles; media, marketing, and advertising trade titles; and mommy bloggers, said Caryn Davidson, director of communications at National Geographic. The consumer outreach includes a social media component, focused on Facebook, MySpace, and Twitter, she added.

The magazine aims to excite its key demographic, boys and girls ages 6 to 14, about setting a world record and contributing to a good cause, Davidson noted.

“It really speaks to a lot of families who want to do something good,” she said. “We don't want them to go out and spend money, but everyone has a million pairs of jeans and they grow out of them.”

The new relationship marks an expansion of Cotton Inc.'s campaign, which at its inception focused on college students, but has recently broadened to include new partners like Guess and Gap.

Cotton Inc. is highlighting the National Geographic partnership on its current Web site, and it planned to launch an effort-specific site, CottonFromBlueToGreen.org, on March 27. The site will include a counter for the number of jeans collected, a tutorial on how jeans are transformed into insulation, and updates, said Andrea Samber, Cotton Inc.'s marketing specialist for the denim drive.

“For Cotton Inc., it's a way to extend this program across America since students will talk about it in their schools,” she said.

Cotton Inc.'s internal staff is handling outreach for the world record, but it works with Jack Morton Worldwide on the donation effort at large. Its budget is undisclosed.

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