WRAP is a not-for-profit charity focused on driving change in international governments, NGOs, businesses and citizens to create a world where resources are sourced and used sustainably.
Habits for Life is a campaign to encourage people to mend their own clothes rather than buy new all the time. The campaign involves a series of pilot workshops to give people the skills to be able to do this.
Eleven has a thorough understanding of WRAP’s different brands and we created this campaign concept in the existing ‘Love Your Clothes’ campaign identity. The campaign is aimed predominantly at the under 35s, but not exclusively, and recognises that there are very different levels of existing crafting knowledge and confidence among the audience.
As this campaign is all about crafting and helping people to repair and reuse old clothing, we used relevant graphical elements throughout the content to keep the overall designs consistent. We kept the audience front of mind when creating the social media assets.
We were able to use the audience insights provided by WRAP to influence how we brought the materials to life. It was also particularly important that the designs were adaptable for use as digital assets and in print/offline channels.
Deliverables include a super-crafter briefing pack, a communications toolkit including assets to promote the campaign, workshop presentation templates and social media assets. As a campaign using workshops and education to empower people to change behaviours, we researched the kind of outputs that would be required for each of these deliverables.
We used audience insights provided by WRAP to influence how we brought the materials to life.
We used relevant graphical elements throughout the content to keep the designs consistent.
We delivered a range of digital and print assets for the client to use to promote the campaign.
The campaign is on-going and in two months, has delivered over 1 million impressions. We are also delivering a paid social media campaign to drive workshop sign-ups.
We identified that Super-crafters were unlikely to have a brand font in the PowerPoint template and so we proposed a close-matching Microsoft alternative font.
In addition to the campaign assets, we put together a toolkit where everything could live in one easy-to-access PDF, hosted on WRAP’s website.