Cotton Incorporated, the research and marketing organization for U.S. cotton growers, this fall is setting out to visit college campuses as part of its From Blue to Green campaign. The program is a call to action to get students to recycle their old jeans for reuse as donated housing insulation for in need communities, often affected by natural disasters.
Cotton Inc. provides each group of on-campus student activists with signage featuring the “Drop your jeans for a good cause” tagline, donation boxes and marketing materials, but leaves most of the execution creative up to the students. The brand also collects through retailers and accepts mail-in donations from individual consumers. Throughout its six-year run, the program has thus far received nearly 850,000 pieces of denim, resulting in over 1.7 million square feet of insulation.
“It’s about goodwill. It’s a way of educating people that cotton is used in many different ways,” Ric Hendee, senior vp-consumer marketing at Cotton Inc., told Buzz. “This program creates an emotional connection to cotton with these kids and we can’t always do that.”
Collection programs will take place at Texas Tech, University of Kentucky, Simmons College and the Fashion Institute of Design and Merchandising campuses in Irvine, Los Angeles, San Diego and Francisco. The Texas Tech stop runs from Sept. 21 to 29, and the rest of the tour continues until Oct. 31. Agency: Sparks, Philadelphia.