Mindful Fashion NZ
CROWDFUNDING TO SAVE OUR LOCAL GARMENT INDUSTRY
Brief
To raise awareness of Mindful Fashion NZ’s Love Local cam
To raise awareness of Mindful Fashion NZ’s Love Local campaign – a crowd-funding initiative with the bold goal of reviving the New Zealand garment industry following the impact of Covid-19.
paign – a crowd-funding initiative with the bold goal of reviving the New Zealand garment industry following the impact of Covid-19.
Approach
Our strategic approach was focused on telling the stories of the skilled craftspeople who work behind the scenes of New Zealand’s fashion industry and the impact if they were to lose their jobs. We called for Kiwis to support the crowd-funding campaign through several high-profile media stories.
Impact
- News of the Love Local campaign was reported across Seven Sharp, RNZ, VIVA, Business Desk, and Capsule NZ.
- The primetime segment on Seven Sharp featured an interview with MFNZ founder and design icon Kate Sylvester – the campaign reached 15% of its total goal within 48 hours following the segment.
- During the six-week Boosted campaign, $37,240 was raised, exceeding the initial target by more than 24%, which will help enable apprentices to start work in the industry.
