Original primary schools research sheet design.

Results from initial research into primary school students.

Competitor research product.

TRAID Ambassadors graphics.

Plan

This is our plan for the final few days, just so every body knows:
Tomorrow- meet after lecture at 11 to add in all our sections, read through, make any alterations and start on the layout.
Tuesday- meet at 1 after the seminar to finish layout
Wednesday- Morning, complete anything left and final check. Afternoon take to printers
Thursday- Make cover ect.
Friday- Hand in

bibliography-research

http://www.guardian.co.uk/voluntary-sector-network/2012/dec/04/young-people-charitable-giving

good article for targeting young people

Generation Z information

School Child – (8-16)

Generations X,Y, Z and the Others - Cont'd
William J. Schroer

“Generation Z
Born: 1995-2012
Coming of Age: 2013-2020
Age in 2004: 0-9
Current Population: 23 million and growing rapidly
While we don’t know much about Gen Z yet...we know a lot about the environment they are growing up in. This highly diverse environment will make the grade schools of the next generation the most diverse ever. Higher levels of technology will make significant inroads in academics allowing for customized instruction, data mining of student histories to enable pinpoint diagnostics and remediation or accelerated achievement opportunities.

Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners.”http://www.socialmarketing.org/newsletter/features/generation3.htm

You’ll be happy to learn that 63% will step away from the internet while at work or school, but you gotta figure that’s because they have no choice. Same goes for the 45% who single-task while playing sports or exercising. 44% are gracious enough to “unplug” while at church and incredibly, almost half said they get offline while doing homework.

It’s not just the amount of time they spend on line that’s incredible, it’s the fact that they’re spending more time than ever before. Almost half of the teens surveyed said they were online more than they were three months ago. That number goes up to 63% once they get a tablet in their hands.

What are they doing online for 10 hours a day?

YouTube: Once a week: 93% / Multiple times a day: 54% (wow)

Facebook: Once a week: 65% / Multiple times a day: 38%

And YouTube wins that round.

About a quarter of the teens said they visit Twitter and Google+ on a regular basis. Instagram a little less frequently.

When it comes to contributing, 70% do it simply because it’s entertaining and fun. 64% said they join in in order to learn new things. Only 14% (truly honest teens) said they contribute online in order to show how smart they are.

When it comes to influence, they don’t have much pull over what their parents see at the movies (16%), but 47% convinced someone (probably a parent) to buy an iPad and 40% helped sell Oreos and Subway sandwiches. Who knew?

Teens value technology. They say their experience will help them reach their goals and that it makes them feel like anything is possible. How do they feel about unplugged time? Less than half thought downtime added value to their life.

Forget Google Goggles, these kids are going straight for the brain implant. I’m thinking about posting on Facebook.

By CYNTHIA BORIS 2013- http://www.marketingpilgrim.com/2013/03/generation-z-if-theyre-awake-theyre-online.html

Visual questionnaire for secondary school children.

I have created an initial research drawing questionnaire for school children to fill in. I think the drawing will allow us to gain insight into what interests children at this age and how we could appeal to them best. It also features the words we used for word association in previous primary research taken out on students. We can then compare these results and look at how we may tailor the campaign differently in order to suit the two target audiences. 

Initial visual design idea's.

Just some very basic ideas that could be used for the layout of our report. They encorporate colour scheme ideas and logo positioning.

Ideas for the Uni door hangers

These are some of the names we could have as stickers for them:
The Virgin
The Big Dog
The Cry baby
The "ARTY" one
The Clean Freak
The Mom
The Dad
The Geek
The 4 eyes
The alcoholic
The Chav

Just a thought

As the charity support such a wide range of things, I think for our education donation we should focus on things that they can directly relate to, which is what the lady said she did when she gave her presentations. If we focus on the issues of child labour and how parents support their familys with really low income with the school donations. Then we could do work conditions ect with the uni students. We could have a saying like "what if this was you" or "what if this was your family" I think it will humanise the cause and would be good for the Donation Receipt idea and the motivation of the day on social media.

What do you think?

Summery of UK Giving 2012

https://www.cafonline.org/PDF/UKGiving2012Summary.pdf

The proportion of people donating to charitable causes in a typical month has decreased over the last 

year, from 58% to 55%. Participation in charitable giving nevertheless remains relatively widespread with 

over half of adults giving in 2011/12, equivalent to 28.4 million adults. The 58% level of giving last year was joint highest since the survey began, equalled only in 2005/06. Giving this year seems to have decreased back to a more typical level; apart from the dip in 2008/09, the proportion giving was stable at 56% between 2006/07 and 2009/10. 

Women continue to be more likely to give to charity than men (58% compared to 52%). In 2011/12
women aged 45-64, and women aged 65 or more are the groups mostly to give (62%) and they also
gave the largest median amount (£15). Although consistently the most likely to give, the percentage
of people in managerial and professional groups giving has decreased (66% compared to 70% in the previous year), as has the amount they give (£17 compared to £20)

23% of the total amount donated was to children's charity's and 14% was to over seas.

Primark factory in Dhaka Collapse

The collapse of the Primark factory in Dhaka has sparked many concerns and reasons for action against the conditions of factories and they way that's the workers are treated also.
Problems arisen as a result of this tragedy include, realistic research into how little a person can physically live off of, the amount of Bangladeshi factories which are in the same condition, the arrest of the factory owners of their sheer lack of humanity and intelligence. (personal opinion), discussions on whether boycotting the companies which provide such awful conditions to their workers, would be a positive effect or whether it would further push the workers into poverty as they rely on the jobs that these big UK brands such as Primark and Mango give them.
Below are a few different news articles on the situation;
Frantic search for survivors after Dhaka building collapse
Dhaka building collapse: EU considering action
Bangladesh Factory Collapse: Should You Boycott Primark Over Workers' Rights?

The Salvation Army's Wear 2 Bank campaign

'Salvation Army Trading Company Ltd was established in 1991 and is the UK’s leading textile and clothing collection company. Through its Clothing Collection Scheme, Salvation Army Trading Company Ltd operates a network of over 5,000 textile recycling banks around the country collecting clothing, shoes and household linens. It also has a network of more than 140 charity shops nationwide which sell items from bric a brac and books to clothing and household goods.' Wear2Bank

Wear 2 Bank is an ongoing campaign which has recently (February-April 2013) collaborated with Harley-Davidson for their 'Spring Clothing Clear Out'. Within the dealerships there were 'Re-fill' containers for donations to be given.
There is little information about whether the campaign was successful but from previous research that we'd done i'd guess that it wasn't as successful as it could be as customers wouldn't turn up to look for a bike with a bag of clothes as Harley-Davidson's main market is men, whereas research shows that it is usually the women in a family who takes clothing to charity shops or sell them on.
Another interesting note is that there is no information on the campaign collaboration on the Harley-Davidson website, only on the Wear 2 Bank website.
Spring Clothing Clear Out campaign

NSPCC and British Home Stores

NSPCC collaborated with BHS' 'Back to School' campaign for 6 years between 2006 and 2012 raising over £1 million. Its aim was 'inviting families across the UK to clear out their clothes in support of NSPCC. For every bag of clothing to donater received a £5 BHS voucher and then for every tonne of clothing (200 bags) NSPCC received £300.
To donate to this campaign, bags were given out in store then once they had been filled the donator calls Clothes Aid or arrange for the collection, similar to the BCR Breast Cancer campaign, it doesn't inconvenience the consumer's day.

The money raised by the new scheme will help to make a massive difference to the lives of children and young people across the UK. It could pay for more ChildLine counsellors to answer contacts from children by phone and online; help the NSPCC answer more calls from adults with concerns about a child; and enable the charity to develop its pioneering services for children who have suffered abuse and harm.

BCR Breast Cancer Campaign

     Breast Cancer Campaign in collaboration with BCR global, a textile recycling company.
The campaign connects with the target consumer through their tone of voice which is personal and encouraging for example phrases such as 'Be part of the cure' and 'What can I recycle?' emphasise this idea of being able to contribute how ever much you can, as every little helps (Excuse the cliche). For every bag donated £5 is raised for the cause, this is a good initiative to encourage donations as we can see what the donation we give actually effects. Other charities which also do this include Muslim Hands and Oxfam.
Along with the encouraging personality of the campaign, they also provide a lot of information surrounding the charity from how you can donate to how science is helping people get through the disease so that the consumer can make an informed decision when donating.
To donate clothing they have made it a straight forward 4 step process; 1- Log in, 2- Request free bags, 3- Delivery address, 4- Confirmation. They then ask for you to let them know when you'd like the bags to be picked up so that it doesn't involve any sort of inconvenience or burden on the consumers day.
The charity in general is linked with platforms such as Facebook, Twitter, Google+, Pinterest and Youtube, where you can find out the most recent news from the charities work and those affected by their work to connect you with the people and the company all at once.
To find out more visit:
BCR Breast Cancer Campaign
Breast Cancer Campaign

Google results surrounding clothing donations

Google search: how to donate to charity
     Results in the yellow box are 'return to earn', 'cash clothes', 'chss'.
     Top 5 results are: 1- Oxfam, 2- Red Cross, 3- Charity bags, 4- British Heart Foundation, 5- Cancer research.

Google search: Clothing recycling
     Results in the yellow box are, 'Music magpie', 'return to earn', 'cash clothes'
     Top 5 results are: 1- Textile recycling, 2- Recycle now, 3- Cash 4 clothes, 4- Wear 2 bank (Salvation army) 5- WHTracey

Interesting to note that even when trying to find out how to donate to charity, the related ads in the yellow box aren't to do with charity but concern themselves with providing money in return for clothing, which goes against the principle of donating. The same ads appear when trying to find out about clothing recycling such as 'return to earn' and 'cash clothes'.

Primary schools & charity

A survey by the Charities Aid Foundation suggests that primary school children give up to £20 million each year to charity, and that they prefer to give to charities that support other children or animals.

bbc.co.uk/newsround

primary school research

Salvation Army

http://www.wear2bank.co.uk/schools-and-colleges/primary-schools

School gets money in return..
Educational DVD
'Recycle with Michael' campaign


Resource Packs

waste and recycling teacher resource pack - London Borough of ...

http://www.cornwall.gov.uk/default.aspx?page=20477

http://www.philthebag.co.uk/links.html

http://www.newport.gov.uk/_dc/index.cfm?fuseaction=wasterecycle.schools

Research

Just some of the research I found online

Charities and social media

 David Lawrance: guardian.co.uk, Thursday 28 February 2013 06.30 GMT

A recent survey showed that UK charitable organisations have doubled their supporters on key social media channels in the past year.

Social media can be one of the most effective ways for charities to build supporters, boost donations, share success stories, network with like-minded organisations, encourage people to sign up to campaigns, recruit volunteers, or demonstrate the impact of their work.

With 80% of 18 to 24-year-olds and 73% of 25 to 34-year-olds using Facebook and Twitter respectively, these platforms are especially relevant to charities keen to engage with a younger generation of supporters.

While it's tempting to throw yourself in and sign up to as many free accounts as you can, be aware that you will need to interact if you want supporters to view your social media stream as a reliable way to communicate with you. Keep your social media moving – introduce news, provide usable content, stay active and regularly update your information. Nobody is going to interact with an account that's been dormant for six months, so stay relevant and topical where possible.

In addition, social media gives your charity the chance to make emotional connections. Text on a page can be great for getting information across, but images, videos and human reactions are what really bring the scope of your charity work to life. Potential volunteers are more likely to get involved if they can picture the people they will help. Donations will be more forthcoming if people can identify with the human angle – the idea that it could help somebody just like them/their mum/their child/their pet/their friend. Human stories make charity work real and help forge deeper, more emotional connections with supporters. It's useful if you want to boost donations, publicise your targets and show what donations will do in real-life terms. Use case studies to bring the work you do to life.

Social media has the power to personalise your work. It will also personalise your supporters. Encourage supporters to "like", re-tweet, send links, write blogs about fundraising events they've been involved with and upload photos and videos to personalise involvement. Users of social media like to connect with their peers and be part of an online community. Maximise this by having those that support you tell their peers about how and why they do. Their endorsement of your work will be far more powerful and valuable than anything that comes from the larger organisation.

Viral Videos

http://www.reelseo.com/top-viral-video-charity-2012/

Campaigns

http://www.reelseo.com/top-viral-video-charity-2012/

Unicef 
Like Cadburys, who famously ‘own’ the distinctive shade of purple that adorns their products, you too can be the proud owner of your own colour.  Teaming up with paint brand Dulux, Unicef is offering everyone the chance to buy one of the 16.7 million colours that make up the spectrum. For £1 donation, you can pick a shade, choose a name, explain why you picked it, and give it a description.

FACTS

http://www.wrap.org.uk/content/wrap-reveals-uks-£30-billion-unused-wardrobe

http://www.wear2bank.co.uk/assets/documents/Textile%20Recycling%20Information%20Jan13.pdf

Critical Path

Week 1- Initial Research and Ideas 
Week 2- Group Research, Further Ideas and Plan
Week 3- Decide on final ideas and gather all information/ research for own sections
Week 4- Write up sections
Week 5- Put together in layout
Week 6- Finalise, check and Print
Deadline 24th!

Trade's education scheme

It seems they put alot of effort into educating in schools, if they then had somewhere they could donate clothes it would let the children take part in what they had learnt about. I don't know if the schools pay for the assemblies but the banks are given out for free. If the education program could be run in return for the school hosting a bank think it would be an insentive for them both I tried looking if they have Traid Banks at schools already but I cant find anything about bank locations on the site.This is what Traid have on their website about how they educate in schools.

Explore and discuss Waste, Reuse & Recycling, Climate Change, Ethical Fashion and World Poverty with TRAID's Education Team. TRAID run fashion customisation workshops, school assemblies and classroom activities for primary and secondary schools as well as youth groups, church groups, community centres.  TRAID also regularly lectures at universities and conferences. The TRAID team works directly with thousands of young people and teachers every year.

'Behind the Seams' Pack (New, 2009)

£45 (plus £4.95 p&p) // KS3 and KS4

Discover important global and ethical issues across the fashion and textile industry.  Find out how fashion impacts on people's lives and the environment.  Prepare students for a sustainable future.

'Behind the Seams' is a beautifully designed and easy to use Education Resource Pack devised by TRAID for teachers to bring ethical issues in the fashion industry into the classroom.

Order today and receive:-

• 10 lesson plans on waste and ethical fashion
• 3 Extension Activities
• 5 A2 Colour Posters powerfully reinforcing the issues covered in the pack
• 10 A4 colour posters featuring stunning images of TRAID's recycled fashion label TRAIDremade
• Fashion customisation techniques
• Comprehensive resource lists
• 6 Fact Sheets
• Short film introducing TRAID on DVD
• 5 jigsaw puzzles

Devised and produced by TRAID's education team, the pack investigates the social and environmental impacts of fashion, while making cross curricular links with textiles, geography, PSHE and citizenship.

- Price £45 plus £4.95 postage and packing

- To place an order email behindtheseams@traid.org.uk

- If you have questions about this resource, please speak to TRAID's Head of Education Lyla Patel on 020 8733 2591

Break up of what to include

(Not in any final order)

Front Cover

Contents

Introduction

Competitor’s insights: Secondary research and Charity shop interviews

Research into recycling in education: Secondary research, Primary, ask local schools ect?

Consumer Insights: Word associations, What they currently know/do with clothes ect

Consumer Profiles: Profiles of students and Family. Photos of how piles they don’t use.

Big idea: What main intention is and why

Creative Idea: How we will go about it

Realistic Promotional Strategy- Events, Bins, Incentives, Social media and Posters, Mock ups

Previous successful campaigns research. (Mintel references incl.)

I have been looking into some previous successful charity campaigns so we can get a general idea for what approach to campaigns have worked well in the past. I have specifically been looking at how different companies use different tones of voice within their fight:
Follow the link to see previous innovators in campaign idea's...

http://worldofdifference.vodafone.co.uk/news/archives/5614
For example, the Movember campaign:

 Movember “If you happened to see a number of men walking around with magnificent handlebar moustaches last November, this is why. Commandeering “the month formerly known as November”, as the perfect time of year to raise awareness of prostate and testicular cancer, Movember makes its point in the most hirsute fashion possible.”

Maybe linking a fashion idea that can be associated with the idea (like growing a moustache) could be introduced during a certain week/month of the year to raise awareness of the brand at key times...when the vans go round for collection? Also numerous charities have been known to collaborate with brands so that a proportion of the brands profit during a certain time can be given to said charity. We could look into brands we might think suitable.

HR GATEWAY QUOTES:

“As time becomes more of a precious commodity and society more individualistic, the greater the need for businesses and charities to engage in dialogue to solve the caring issue, claims a new report.” “Many firms have found that working with charities to aid vulnerable community’s increases staff involvement, lowers turnover, raises motivation and gives employees a greater understanding of the business itself.”
“‘It is also key to building customer loyalty as it shows that the firm is reaching out into the community and in many cases the community is the customer,’...”
“A recent survey by the Salvation Army suggested that 80% of people felt that companies had a responsibility to help support the society in which they operate, and the charity said today that the issue was about how we were evolving as a society.”
This article was first published in January 2004 on HR Gateway. Reproduced with the permission of HR Gateway, February 2004. http://www.article13.com/A13_OurPress.asp?strAction=GetPublication&PNID=846

MINTEL REPORT QUOTES:

“In recent years, green and ethical issues have moved up the political agenda while consumers have become more aware of and interested in these issues. Financial companies have responded, largely by adopting sustainable and socially responsible business practices and taking steps to become carbon-neutral.” Green and Ethical Finance - UK - April 2009 http://academic.mintel.com/display/439330/?highlight=true

CONSUMER RESEARCH PROOF:

We are targeting the generation Y target group: “Optimistic, often called the slash/slash generation.” This optimism should allow for our campaign’s to be positive and highlight the benefits of giving to a charity rather than playing on the problems we are trying to solve. They have also been “Brought up with technology”, and so linking any ideas we have that involve twitter, facebook etc. will definitely appeal. The target group are
also self-motivated and so it should be easier to provoke people to get involved ONCE we have captured their interest.

Visual ideas and research methods.

So in the seminar we just looked at some of last years reports, they were 10,000 words but still a good basis to get some ideas from. We said we're going to look at Traid's website for our colour scheme, and need to think of a design method that will enable us to mark each piece of the report with our name/initials to show who's done what.
I have also invited you all to my pinterest board 'layout design' so we can pin any visual designs people think could inspire our report layout.http://pinterest.com/hollienewsinger/i-like-layout/

Initial big idea/creative idea brain storm.

BANKS
1. Better placement and design-competition to art and design students?
2. Name change to a clothes portal-play on idea when working with children.
3. Loyalty reward scheme-donators given receipt which leads to some sort of reward, when continuously donating.
4. Smaller laundry style bins places in university halls laundry rooms.
5. With a larger budget sensory marketing could be employed-smells.

EVENTS
1. Bins provided at festivals and other events where clothes are ruined and thrown away at the end.
2. Freshers fair give aways, encourage people to collect unwanted clothes throughout the year in their halls during particular times. Flats that give the most win prizes e.g. pizza.
3. Events in schools, similar to harvest festival idea aimed at parents.
4. Bags of clothes equal to a ticket allowing donators to enter an event for free.
5. TRAID on the road- swap shop within van also ice cream van idea.
6. Styling events teaching people how to re use clothes and style items they no longer wear a lot. Accentuate the VALUE clothes still have.
7. London specific events that can be held within stores.
8. Promotion packs containing Traid wall calendars, bedroom door photo frames, hangers and campaign info. Also recycled bunting!?

GENERAL INCENTIVES
1. Swap shops held in different key student locations e.g. Spankys, Union etc.
2. Students and schools informed what a change thy have made throughout the year.
3. Appeal to the elderly in a less full on way but provide them with campaign info and donation bags.
4. Reinforce the fact that ANYTHING is accepted and that every little bit helps.
5. Fancy dress donations (linked with Ocean Wednesday social nights) in the Uni SU.
6. Wrist bands and free t shirts provided at freshers fair, cool design that people will want to wear.
7. Look into trends that are in schools at the moment and how TRAID can appeal to these.

SOCIAL MEDIA
1. Instagram- photos of TRAID van travelling around universities.
2. Facebook page- invites to events, has to be 'liked' so that people can tag themselves in event photographs.
3. Blog site that focuses on fashion and the idea of being inventive with your old clothes. Push the creativeness of the company.
4. Collaborate or link up with other facebook pages-support each other.
5. Inspiration of the day idea.
6. Student ambassadors for the company within each university who liaise with the company and students.

Charity Shop Interviews

Oxfam

·         People of all age ranges shop here

·         Donations are usually given by adults not so much students.

·         Can’t sell everything so it goes to recycling to be turned into rags or sent abroad.

·         We don’t cut out labels and we organise the clothes according to where they are from.

·         The shop moved from Bridlesmith gate and reopened in 2009 in the Lace Market. Since then more charity and vintage shops have opened in the area and have made it last on the street.

·         Well known and trusted Brand but thinks that they sometimes take this for granted as they rely on this instead of promotion for donations.

·         Have a special evening at the start of the season for donations.

·         The recession hasn't stopped people from donating their clothes but have noticed less people buying.

·         Nectar £1 donation scheme.

Oxfam Consumer

·         People waste too much money on new clothes; it’s embarrassing to admit how much we have in our wardrobes.

·         Paying money for classic pieces of clothing so that they last.

White Rose WR2 – Supporting Aegis Trust

·         Have donations but only accept Clothes and Accessories. Also buy in scarf’s and jewellery.

·         If not sold on to charity are sent to be sold in third world countries.

·         They choose the clothes on how good their quality is, have to look nearly new. If they have loads of stock then they can choose more Fashionable stock.

·         Consumers are usually 16-35

·         Collect donations though banks at a range of places including student halls in order to get young fashionable stock.

·         Encourage people to donate using their website and leaflets.

 My Sight

·         Except all donations never turn anyone away.

·         Looks around vintage shops to get awareness of trends so he knows what to put out.

·         Stock stays on the shelves for 3 weeks then rotates to other stores. If it doesn't sell its reduced in price and then if still not sold sent to recycling charity Savannah who send it to Africa as rags.

·         Have stock appeals to get people to bring donations into the store.

·         Donations are mainly given buy students; also receive Clothes from other vintage shops if they can’t sell them. Also have help from Inland Revenue how look after local companies.

Barnardo's

·         Except any donations accept furniture.

·         Put out as much stock as quickly as possible

·         Get donations from door to door collections or by people bringing them directly into store.

·         Have a wide range of customers of all ages.

·         Items circulated every few weeks to other stores if it doesn’t sell.

·         The trend of 2^nd hand and vintage trend has helped alot with bringing in younger consumers.

·         Have posters, TV ads and a website to promote the charity.

·         Change VM according to trends on the market.

Social Media

Here are a few posts from the TRAID facebook page, which has 1, 529 likes up till this moment. Looking at these gives us a good insight to how the brand communicate with the public. The disappointing thing about these posts re that they don't get many 'likes' and shares, this could be something to improve on through this page to raise awareness of who the brand are, what their values are, and the work that they are doing.

A link to show the public the work Greenpeace are doing and the effects of the fashion industry on  the people who work in it.

Showing collaboration with universities, other posts also talk about their work with schools on their education programme

London College of Communication's Green Week

Tie Dye Tshirts

Just been having a think about the Tie Dye tshirt idea and I think we could take it even further.

• We could have a range of simply customised tshirts using bleach of ink ect. 
• They could be made really simply and cheaply using the tshirts they get given.
• They could all show the Traid Logo somewhere on each one and act as a form of Promotion.
• They could be given out free to people who donate a bag or sold in the van.
• It gives an intensive for people to donate as it would be a one of a kind item and also act as a reminder to the person who owns it, so when ever they see it or where it they will be remembering the good deed they did and remember the brand for next time they have unwanted clothes. 
• Like the Movember moustache idea the tshirts could be warn to show support for the charity. 
• We could make wristband in a similar way using strips of fabric. These would also act as a reminder and be given out at the Freshers fair. They could maybe have the date that the collection will happen at their halls.

Buying fabric in London

In our first meeting we discussed some initial thoughts, one of which was stocking fabric in the TRAID stores. During the briefing with Lyla she mentioned that at one point that had lots of extremely good quality fabric from a top designer brand as it wasn't the correct colour to be used in the collection so they used it in their Traid Remade project. As London is home to many universities  lots of which cater for fashion and textile students, we thought that stockings this good quality fabric from pre-production cast offs and keeping student up to date with what they have in would be beneficial for the charity.
I have researched into some of the other places in which not just students, but all textile enthusiasts can buy fabrics, here are just a few.

Berwick Street, Soho

Berwick Street, Soho

Walthamstow Market