While scrolling through Instagram I came across a page supporting social issues surrounding human trafficking and enslavement. London based high end label Beulah dedicated a recent line of graphic t-shirts to raising awareness and capital for a smaller scale (less well-known) charity and committing 100% of proceeds as donations to the cause. Alongside this charity effort the brand have made it their mission to be completely sustainable which is something that I feel passionately about. The t-shirts are made from only organic cotton and overall and raise awareness and money for a social charity so therefore address all factors of sustainability – social, economic and environmental.
From a business sense the campaign is great for PR because of the attraction bought to the name; consumers want to feel as though they are contributing towards the greater good when investing in products. They feel good knowing that their spending habits are justified thus a charity campaign will only be encouraging. In addition the promotion that comes alongside these collections is vast and through social media hashtags and posts, the brands exposure will significantly widen for absolutely minimal cost.
Celebrities like Emma Louise Connolly dedicated posts to the cause which further heightens the promotional value of the campaign. The important thing to note from this is that companies are trying to do their bit to raise awareness of current affairs and although they benefit for themselves, ultimately make it possible to provide aid and assistance to those in need.