Relove preloved fashion
30% of goods donated to Australian charities end up in land fill.
After a deep learning phase O-it was created to increase the quality and to maintain the quantity of goods donated to Australian charities. O-it aims to help facilitate a new movement promoting circular fashion, making donated goods fashionable, attractive and desirable.
O-it was created using our 3-step social marketing process: co-create, build, and engage (CBE).
Read on to learn how we applied the CBE process to build O-it.
We learned from stakeholders (council workers, charity managers and staff, government officials) and more than a thousand Australians. We found the most common barriers to donating are frustrations around op shop opening hours and a lack of opportunities to donate. O-it was co-designed with 40 citizens. They created a program that would work for them and people like them.
Our first two pilot programs ran in January 2020:
- At Loganholme we trialled a communication only campaign that featured cinema advertising, a shopping centre activation point where flyers and donation bags were distributed (see Figure 2), direct mail and social media advertising (Facebook and Instagram) to reach a target population of 6,000 residents.
- At Cannon Hill we used the same communication approach and we added a pop up store (see Figure 3) to sell preloved fashion directly to the public. The pop up sourced all shop fittings second-hand and it launched with a curated series of second-hand clothing provided by our charity partners.
The January 2020 trials featured delivery of:
- 6,372 mail pieces
- 4,228 emails of which 1,551 emails were opened
- A project website visited by more than 1,000 people
- A Facebook page viewed 1,179 times and liked by 446 people
- An Instagram account attracting 185 followers
- A press release and Channel 7 news story reaching ½ million Australians
- Cinema ads that reached over 100,000 locals.
Recall rates were 3x higher in Cannon Hill (6.3%) than Loganholme (1.7%).
Donation quality and quantity across all measures increased in Cannon Hill and amount to landfill decreased 3 times (from 45% to 15%). 178 kilograms of clothes were donated to the research team and 90% of these goods were usable. The O-it pop up generated more than $1000 for Australian charities in just nine days with a 65% customer conversation rate.
*The scales are anchored from −3 (negative) to +3 (positive)
Figure 4: Outcome change observed in both our community trials
Intentions to donate increased significantly in Cannon Hill (p<0.001) but not in Loganholme (the communication only trial). We also observed a significant improvement in people’s perceptions about the ease of donating in both trials (pspace < 0.01; ptime < 0.01; and plocation < 0.01).
We gave out over 1000 donation bags and we had over 500 conversations with locals that came to our pop-up site and activation points. Watch this space for more updates as we progress with our work in the months and years to come.