Campaign Coordinator, Hubbub
Hubbub creates environmental campaigns with a difference, focusing on people’s passions to inspire people to make healthier, greener lifestyle choices, which more often than not help save money and bring people together.
As part of our efforts to reduce textile waste and with the help of Esmée Fairbairn, we created #GiftABundle, a Mother’s Day campaign that encourages parents to gift outgrown baby clothing to other local families who need a bit of support.
Research shows that 183 million items of outgrown baby clothing are stashed in UK homes, enough to provide 250 items for each baby born each year. At the same time, one-third of parents admit to binning clothing because they didn't know what else to do. As the average UK family spends £11,000 on clothing per child, gifting clothing is a great way to help families make ends meet.
In 2017, we piloted #GiftABundle in 13 locations across the UK, with the aim of scaling to more areas in the future. From late February until Mother’s Day, hundreds of bundles were collected, sorted and quality checked, before being gifted to families via local groups and charities such as Little Village Baby Bank in South London.
Besides reducing textile waste and helping families save money, #GiftABundle focuses on strengthening ties within communities. For instance, parents are invited to write messages for the family receiving the bundle using specially designed gift tags.
To spread the message far and wide, we shared tips on making clothes last longer and recycling textiles through a national social media and PR campaign. This generated considerable coverage, including six broadcast pieces, 70 online pieces and 1.2 million timeline deliveries on Twitter.
To inspire people to bring #GiftABundle to their community, we’ve created a ‘How To Guide’ filled with tips and advice, which is freely available.