Ariel AID Couture: Shop for a cause
[EDITOR'S NOTE: The following is a press release from Proctor & Gamble Phils.]
MANILA, Philippines – Twenty typhoons hit the Philippines in a year. As a result, the Philippine Red Cross receives 18 tons of clothing donations. While the spirit is admirable, some of the clothes that are donated are not suitable for the victims.
Last weekend, Glorietta and Market! Market! hosted the second Ariel AID Couture. The mission for it was clear: convert these pre-loved clothes into cash, to buy items that afflicted areas really need.
What does a shirt buy?
A P1500 celebrity pre-loved jacket is equivalent to three food supply packs. A tailored suit from designer JC Buendia is equivalent to six medicine kits. There were also less expensive items, ranging from P250 for jeans, sweaters and boho blouses. All of the clothes on sale were laundered by Suds using Ariel. The Glorietta Activity Center program had live styling segments and a celebrity auction.
As mall-goers went through the racks, LED screens overhead projected the running tally of clothing sales and their equivalent aid.
It was a more low key event at the Market! Market! Activity Center with racks of pre loved sweaters, denims and button downs for men and women.
Both events were thrift shopping made even better. It was retail therapy for good cause. Shopping was made even more convenient as there were Red Cross volunteers at the ready. Clothes were labeled and categorized accordingly, including what their equivalent aid would be when purchased.
Chichay Matias of Leo Burnett, the creative agency of Ariel AID Couture, said that in Market! Market! they pushed the sales of the clothes as, unlike Glorietta’s, they didn’t have a program or live styling segment.
“This [event] is a way to convert fashionable items into life essentials. So as you can see, we have conversion tables that show a shirt can be converted into 25 hot meals. Instead of keeping these clothes in Red Cross warehouses, it would be best to sell them and convert them into something more useful to the [typhoon] victims.”
This year, they hope to raise P1 million.