In Israel there are thousands of elderly people in need, but most young people simply don't care about them. We had to find a way to reach those young people and get them to donate to Shorashim Group – an organization that provides food for elderly people in need.

So we created an original vintage brand called "Roots", with clothes that the elderly people of Shorashim Group didn't need anymore. We made a fashion shoot with well-known models and divided the items between an online store and local vintage shops. Billboards, print ads and banners promoted the brand and invited fashion enthusiasts to buy those one-of-a-kind items.

The brand caught fire in local media and was talked about in the most significant TV shows, daily newspapers, blogs and websites. Accordingly, most of the items were sold within the first 3 days, with all of the brand selling out within 10 days of the launch.

The money from the sales was then donated back to Shorashim Group, providing for holiday meals for the elderly people.

After collecting the original vintage items, we asked a modeling agency for 4 popular models and created a photo shoot for the website with them. In order to get as much press as we can, we also contacted top photographers and stylists, which helped promote the brand and create a buzz around it.

Once the Roots website was up, and billboard and print ads were published, we created as much PR as we could on different media channels:

• TV: Live panels on morning shows on leading networks

• TV: Featured articles on the news and on late night shows

• Newspapers: Double-Spread articled on both news and life-style sections of daily newspapers

• Internet: Posts on the leading fashion websites in Israel

• Internet: Collaboration with fashion bloggers who posted about Roots, with relevant clothing items for each blog

In addition, a social PR campaign was surprisingly generated, as the website was socially shared over 500 times.

Business results:

•70% of the items were sold within the first few days

•By the end of the campaign, all of the items were sold

•The money from the sales provided from ~1400 holiday meals for the elderly people of Shorashim Group

•People contacted Shorashim Group for donations and collaborations

Communication and Social Awareness Results:

•~19,000 unique website visitors

•TV and newspaper articles reached approximately 2.5 million people

•Over 500 shares on social networks, reaching over 100,000 people on Facebook alone

•Awareness for Shorashim Group went-up, just in time for the holidays