Aid Couture

In times of a natural disaster people flock to donate their unused stuff. Which is admirable but not the wisest thing to do as it creates a bottleneck at the affected areas. Probably your best bet is to just send money to the relevant NGO.

But what do you do with all the unused stuff that’s already been sent? P&G’s brands Ariel and Downy, together with the Red Cross and a group of fashion designers decided to create a very special sale of ‘pre-loved’ clothing to raise funds. Clever and many leanings on human behaviour in here.

Regional Executive Creative Director, Geometry Asia Pacific