Recycling Awareness Campaign | Student Project

RECYCLING AWARENESS | CAMPAIGN

typography tactile design copywriting branding campaign Layout Design

Double Thread Campaign | Project Deliverables

After doing research on recycling, I found that textiles are an often-ignored medium. People throw them away or they pile up in their cupboards. These second-hand textiles can be up-cycled and used again. People who are most guilty of this are moms and young millennial women. Time is a problem in their lives and following the drop off system in their towns is too time-consuming. They tend to visit only shops that they know, and prefer routines.

The plan of action was to get the target market familiar with the newly designed brand Double Thread, through Woolworths. These women usually visit Woolworth’s outlets on a weekly basis, and thus can’t have an excuse not to drop of the old clothing there. The brand will ask them to donate their old clothing to Woolworths and be part of the change towards more recycling.

Give the clothing a second chance!

Double Thread Campaign | Direct Mailer | Linen Tote bag and an informative booklet

This will be made possible through using an appliqué and clothing typeface with fitting copywriting that shows the materials in another form, which in this case is type. This suggests a different form, but the same meaning.

This meaning suggests the fact that the textiles still help someone or something, just in a different way.

Double Thread Campaign | In store T-shirt tote bag packaging

These clothing go through several cycles. The first cycle creates job opportunities for unemployed women, who can buy these clothes at the Clothing Bank with tokens, and then resell them for cash to earn a monthly income. The second cycle creates job opportunities for the seamstresses at the Clothing bank, and also asks them to turn old t-shirts into totes. These totes then replace the plastic bags in-store, and promote Woolworth’s vision to be plastic free by 2022. The third cycle uses the ripped and unwearable clothing to make chairs. REcreate furnishers use biodegradable resin and moulds to create chairs for the campaign. These chairs get donated back to the My School initiative, which then donates them to schools that need them.