CSR initiative, in cooperation with the Fabric Republic NGO, aiming to help reduce the environmental footprint of clothing and support persons in need of clothes.
Intro
SKIP is the leading detergent brand in Greece, belonging to the Unilever portfolio. In 2021, the liquid detergents produced in the Rentis factory became environmentally friendly, since their packaging is made from recycled plastic, the plastic used is recyclable and the enzymes in its synthesis are plant based.
Challenge
Aligning with the above brand DO, we were called upon to find a strong CSR idea connected to “doing good for the environment”. We decided to align with the successful “Social Launderette” initiative, which is among the most widely recognized in the country, and thus proposed a unique to Skip – and to the detergent segment – idea: the “Social Closet”.
The idea was based on the insight – and fact – that the clothing industry is the 2nd most polluting industry, since during the manufacturing of new clothes huge amounts of CO2 are released and a lot of water is consumed, while each year 9 million tons of clothes end up in landfills.
Skip has been caring for clothes for over 50 years, so that they can last longer for their owners, and with the Social Closet initiative it can also care for the planet and for the people. By giving used clothes a second life.
Solution
The idea, a modern and effective circular economy model (recycle, upcycle, reuse), was realized with SKIP funding:
- the construction of 5 Social Closets in the form of t-shirts, designed by street artists to give them an urban aesthetic
- the collection of clothes on a steady basis from the 5 high-traffic venues (The Ellinikon Experience Park, the Athens Olymoic Stadium, the Municipalities of Alimos, Kifissia and Zografou) they are based in
and also providing all the detergents needed for their washing at the Fabric Republic NGO’s headquarters.
The Social Closet was announced via a media event with over 60 journalists & bloggers attending, in June 2022, and via a strong publicity plan, both was organized by our agency.
