The creative idea was to deliver Goodwill’s message in the garments themselves. All clothes have care instructions. We added one more, redefining what care really means: “Donate to Goodwill when no longer needed and care for our planet.” We even designed a special “donate” laundry symbol. The messaging was incorporated into new Levi’s clothing beginning in 2010.

The Care Tag for our Planet programme was launched at Levi’s flagship store to coincide with the Business for Social Responsibility Conference.

Within hours, bloggers, the trade press, local and national news media picked up the story. Over 300 articles reached over 150 million people. Without any paid media.

More importantly, the care tags in countless Levi’s garments will continue the message for years to come.