Second Hand September
As awareness of the climate emergency increases, how do we communicate the impact of fast fashion on our planet, whilst offering a more sustainable alternative?
The solution was to launch a mass participation event - asking people to pledge to change their shopping habits throughout September to help people and planet.
Glastonbury Festival
One of the biggest events in Oxfam's calendar, Glastonbury was going to be a key moment for Second Hand September with hundreds of campaigners ready to volunteer.
We worked with production company - We Make Stuff Happen - to create campaign props made from second hand materials - even the pop-up shop used to be an Oxfam water tank used in humanitarian emergencies.
We collaborated with Anthony Burrill to create a film for the Pyramid stage, and designs to be screen printed onto clothes.
Social
A key part of our campaign strategy was to educate people about the harmful affects of fast fashion. With enough people taking action, we could send the message to retailers that we expect better.
Oxfam's research team developed stats which we used as a basis for our social activity.
Press ad
Campaign results
Over 62,000 people pledged to say no to new clothes for 30 days.
Since its launch it's taken a life of its own with other brands adopting it and lots of UGC. To date, #SecondHandSeptember has been used over 225k times on Instagram.
For Second Hand September's second year, it still managed to create a buzz in the midst of a pandemic. Notably Michaela Coel headed up the campaign, and sustainable fashionista Bay Garnett curated an Oxfam shop in Selfridges.
The campaign made it into Creative Review's top ten ads of the year.
Photos: Tom Craig
