Recent rapid economic growth has put increasing and irreversible strain on the environment. Reusing secondhand items is one of the practical actions promoting sustainable production and consumption. However, in Vietnam, the lack of trust and misconceptions associated with pre-owned items were the main reason for the low user adoption rate.

A movement was initiated with 02 objectives: (1) raise awareness about the environmental benefits of shopping used items and minimizing waste, and visualize our users' contribution to the circular economy, (2) empower consumers to act in more environmentally-friendly ways.

The campaign marked a watershed moment in Chotot's efforts for a decade moving towards the United Nations' Sustainable Development Goal 12 and making second-hand as a way of life, where Vietnamese instinctively sells their under-utilized items instead of letting them go to waste, and where others buy them as the first choice.

The campaign “Sống Mới Với Cũ" - “New lease of second-hand” was born to redefine the norm of favoring new things over old ones and inspire a new sustainable lifestyle: new experiences, new perspectives, and a new future with secondhand.

The key hook of the campaign is the first-ever secondhand exhibition in Vietnam where all artworks made from hand-me-downs bought on Cho Tot. These secondhand artworks themselves raise the voice about the hazardous impacts of consumerism and value beyond money of bringing second life to used items, which altered the day-to-day consumption habit.

Cho Tot's strategy is to thrive brand desirability in the presence of good value fit - when the values of consumers closely match the sustainability image of Cho Tot, and gradually become integral to their lives.

The campaign targeted the young and progressive segment from 18-35 years old (Gen Z and Millennial), known as society's leading voices. This segment is the first start of the bowling pin methodology to tackle other more conservative groups via emotional touch. To make our target audience genuinely buy into the positive environmental impact gained from secondhand trading, there is no better way than to let them directly explore those abstract values under tangible artworks.

Cho Tot partnered with 10 artists to create 11 art installations made entirely from secondhand items. These artworks were displayed at one of Vietnam's biggest shopping malls, making it easy for young people to visit and enjoy the exhibition. By partnering withUnited Nations Development Program (UNDP), Institute of Strategy for Natural Resources & Environment Policy (ISPONRE) and Circular Economy Network (CE Hub), the campaign enriched the credibility and accelerated the transition of circular consumption in Vietnam.

Cho Tot pioneering initiatives towards secondhand trading surged into public consciousness and kick-started a reckoning that has changed people’s day-to-day consumption. Through the virtual exhibition, the ubiquitous message of secondhand trading was again felt and shared widely by society. The new wave of green lifestyle adopted by society & hundreds of KOLs flooded the social networks and harnessed people's intrinsic motivation to promote sustainable actions.