Stockholm City Mission exists to help and aid the homeless of Stockholm. One of their operations is to collect donated clothes and sell in second hand stores. The charity is a trusted one, but is not top-of-mind among young givers. Young people today are also consuming a lot, and with a high tempo – something that Stockholm City Mission can benefit highly from.

We created You’ll Never Wear That Again ­– a Facebook application that re-surfaces your old Facebook photos, and with that your old clothes, reminding you to donate them to Stockholm City Mission. It’s an entertaining nostalgia that people want to share, AND creating the notion that if it’s out of date, you should donate it. After all, our research showed that each of us own an average of 31 garments we’re not using.

This is more than “just” helping the homeless (even if that’s good) – it’s a cause, worthy to bring up and talk about. This campaign is a step towards sustainable fashion, using it to create something good in our society. We can all play a part in this, we just need to get our heads around it. And all the better if we can do it in an entertaining way.

Our fashion bloggers (10 of Sweden’s most popular) set it in motion, and just a short time after that Sweden’s largest morning newspaper Metro News picked up on the story and did a feature. We sent out press releases to entrepreneurial/creative/design blogs, and also sent out personalized direct mail to select entertainment personalities with outdated photos of them, asking them to donate that particular outfit.

Since the internet is a global media, the campaign was not only featured in Sweden but also in sources like the Financial Times and CNN, creative business blogs like Springwise and PSFK and 100+ other blogs covering creativity, technology, entrepreneurship, fashion and sustainability.

The campaign has been posted on Facebook 7056 times, tweeted 632 times with 4296 link-backs. Given the average impressions of 41647 per tweet, the overall amount of impressions for the campaign are estimated to 26 320 713. The best part: a donation increase of 30% during January and well over 4500 additional garments pledged to be donated.