Taking a cue from Virgin Mobile's popular Re*Generation campaign focusing on youth homelessness, Aeropostale has partnered with Do Something to help clothe homeless youth via Teens for Jeans. Here's how it will work:
The campaign will raise awareness on the growing number of homeless teens in the United States and Canada. By utilizing Aeropostale's 800 plus stores and engaging their core consumer, young men and women, Aeropostale and Do Something aim to collect more than 100,000 pairs of donated jeans......Starting Tuesday, January 22, 2008 until Sunday, February 10, 2008, people are encouraged to bring in any brand of their gently worn jeans to any Aeropostale store in the U.S. and Canada. Aeropostale and Do Something will make sure the jeans get donated to a local teen shelter or charity. Over five hundred local beneficiary organizations have been selected. To say thanks to those who donate, Aeropostale will give an additional 20% off a new pair of jeans.
Just as Virgin encourages texting to donate (a behavior, i.e. texting, which it also encourages for its bottom line), Aeropostale is selling jeans (at 20 percent off). Another interesting example of social marketing that helps both a cause and a company's bottom line. You can watch the Rachel Bilson/Hayden Christensen promo here.
Posted by anastasia
Marketing
Comments
Thanks for the coverage but Do Something has actually owned this domain for years and wasn't going off of the Virgin campaign.
Also, this campaign isn't about texting or buying jeans, it's strictly about donations and taking action.
Posted by: kevin | January 16, 2008 2:39 PM
Hi Kevin. Not sure what you mean by "owning the domain," but Virgin has been doing a high profile youth homeless campaign for the past couple of years with YouthNoise and Stand Up For Kids. So while Do Something may have always had this issue on its radar, Virgin is the first corporate brand I've seen take it on as their big social marketing issue.
And while it may not be about buying jeans for you, it certainly is for Aeropostale.
Posted by: Anastasia | January 16, 2008 3:23 PM
Two years ago Virgin Mobile joined many dedicated organizations working on the issue of youth homelessness. We are thrilled that more and more organizations and companies are jumping aboard every day to help spread the word and create action around the issue.
Teens for Jeans seems to be a terrific program, and we hope it will raise consciosness, and enthusiasm to get the public involved with homeless youth in some way.
Congratulations to Aeropstale and Do Something for their committment to the cause. Together, I truly think we can actually move the needle on awareness, and thus change the reality of the over 1.3 million kids living on the streets in our country.
Posted by: ariel | January 17, 2008 1:08 PM