Eco-Friendly and Socially Responsible Promotions

We all know how much damage plastic bags do to the environment. High-end retailer Fred Segal Santa Monica is tackling the problem by teaming up with a locally relevant organization. “Heal the Bay is a leading activist group whose charter is to clean up the Santa Monica Bay,” says Todd Singleton, CEO of The Singleton Co., who partnered on the project.
Singleton’s challenge was to find an alternative to disposable shopping bags that would appeal to Fred Segal’s high-end customers. Singleton came up with a quality cotton-canvas bag with the retailer’s logo on one side and the cause logo on the other. “They made the bags in the U.S.A.,” he says, “and we had a custom-woven label sewn into the inside seam.”
The bags were distributed at a Heal the Bay annual fundraising dinner. Before the event, bags were also sold at Fred Segal for $18, and 100% of the proceeds went to the cause. “The entire front window section of Fred Segal had the bags floating in the display against a faux blue sea background,” Singleton says.
Why it worked: Replacing plastic bags with reusable versions is huge right now, but tying in with a local activist group made this campaign particularly strong. “The offering was directed to Santa Monica residents, local business owners and friends of Heal the Bay,” Singleton says. “You have to understand how passionate this community is about political causes like water quality and the need for reusable bags.”
People were eager to help, purchasing 5,000 bags to raise an additional $35,000 for the cause. They also proudly carried the totes around town. “The status of being associated with Fred Segal and Heal the Bay makes these a sought-after item,” Singleton says. “We have plans to repeat the program.”
Take advantage of this trend: Nonwoven bags are pretty much a must-have for supermarkets now and are very cost-effective. But other types of retailers, like Fred Segal, are now beginning to offer more upscale reusable bags. Reinforce the message by looking at eco-friendly fabrics like organic cotton, bamboo or recycled material.
In addition, green alternatives can now be found for just about any promotional product or program. Wearables made from organic and sustainable fiber are hotter than ever, and today’s recycled products are as beautifully crafted as traditional choices.

- Jen Zorger, Advantages Magazine
Advertising Specialty Institute