We created an innovative T-shirt design that feels like it was carved out of the human skin. It played on the fact that while one is shopping for new clothes there are millions who have nothing to wear.

Volunteers clad in this T-shirt were then strategically positioned in shopping arcades. They approached shoppers with a gentle reminder that their discarded clothes could make a big difference to millions of lives. The T-shirt was also placed in apparel shops, where shoppers stumbled upon it as they went about looking for their sizes. They scanned the QR Code tag to reach www.ekjodikapda.com

The activity was a great success as it was spread across 80 cities and 200 towns. Over 1,700 schools and colleges participated. 400 corporate entities also got involved. Finally, 175 tonnes of clothes were collected.