Why is this work relevant for PR?

Global warming is a serious problem. While air pollution, toxic water, and wastes are in the mainstream news, few people know that old bras contribute to 5,636 tons of wastes each year and take 400 years to decompose. As a leading brand of lingerie in Thailand, Wacoal wants to raise awareness to this issue and encourage women to save the world by donating their old bras with us.

Background

Talking about bra in public is a taboo in Thailand. Women feel embarrassed and consider it private and personal. Without talking openly, few people know that 5,636 tons of old bras end up in landfills each year in Thailand. One bra can take 400 years to decompose, causing pollution and environmental problems. Wacoal wanted to raise awareness about this issue and encourage women to save the world by donating their old bras with us for proper disposal.

Describe the creative idea (20% of vote)

Inspired by environmental problems, Wacoal Upcycle Collection is made of 1,000 old bras, deconstructed for materials such as bra straps, laces, bra cups, and hooks to make a brand-new design of dress, jacket, and accessories like bag and protective mask. Each piece reverberates with post-apocalyptic touch as the designer interpreted that if we don’t act now, humans will be impacted by nature and the end of the world is not so far.

Describe the PR strategy (30% of vote)

As we had zero budget to promote the campaign, we planned to launch our fashion-shoot photos and film during Bangkok Fashion Week to catch attention from presses and fashion influencers.

Describe the PR execution (20% of vote)

Wacoal Upcycle Collection was launched during Bangkok Fashion Week to catch attention of the public and fashion lovers who help spread our campaign online and nationwide. With zero budget, the campaign gained coverage on traditional press and several online publishers.

List the results (30% of vote)

The campaign was a success. Wacoal Upcycle Collection can initiate conversation. There are 462,102 old bras donated nationwide. 255,908 USD PR value. 51 tons of waste reduced which saves 64 tons of substitutes coal-fired energy, lowering CO2 level by planting more than 8,929 trees.

Please tell us how the brand purpose inspired the work

This collaboration project is under Wacoal BRADAY, an initiative campaign that encourages women to donate their old bras to Wacoal so that we dispose them properly without causing harm to environment.