Our clothes hooks reached shoppers where they didn’t expect to be confronted with a call for donations – right in between the new collections of their favourite fashion shops. So the surprise factor in combination with locations directly related to the donating item was the perfect mix to get people to donate their used clothes.

The response exceeded our expectations: Cooperating fashion stores asked for additional clothes hooks. HUMANA noticed 26% more donations within a three month period. So more people in need could be supported.