'Second Life Fashion' Raises Awareness for Organ Donation
Laura McQuarrie — November 10, 2017 — Marketing
As a follow-up to the Second Life Toys campaign, which gave new limbs to broken plush toys, the Second Life Fashion campaign has been launched with a focus on the same theme, but for garments.
On top of spotlighting the many ways in which new life can be breathed into damaged products that seem irreparable, these campaigns ultimately aim to bring awareness to the importance of organ donation. With Second Life Fashion, people are able to come together to create garments that are uniquely revived with new patches, sleeves and panels. After a garment has been repaired for free, it is freshly tagged to say: "My Heart is With Second Life Fashion."
Japan in particular has an extremely low transplant rate, but this campaign shows how an organ transplant can create a beautiful new life for someone.
On top of spotlighting the many ways in which new life can be breathed into damaged products that seem irreparable, these campaigns ultimately aim to bring awareness to the importance of organ donation. With Second Life Fashion, people are able to come together to create garments that are uniquely revived with new patches, sleeves and panels. After a garment has been repaired for free, it is freshly tagged to say: "My Heart is With Second Life Fashion."
Japan in particular has an extremely low transplant rate, but this campaign shows how an organ transplant can create a beautiful new life for someone.
Trend Themes
1. Upcycling Fashion - The Second Life Fashion campaign shows a trend towards upcycling garments and giving them a new and unique lease on life.
2. Organ Donation Awareness - With Second Life Fashion, a trend is emerging that uses fashion to raise awareness about the importance of organ donation.
3. Social Media Campaigns for Social Good - campaigns like Second Life Fashion show a trend towards using social media for social good and to raise awareness about important social issues.
Industry Implications
1. Fashion Industry - The Second Life Fashion campaign presents an opportunity for the fashion industry to embrace sustainable and eco-friendly practices by upcycling garments and reducing waste.
2. Non-profit Industry - Organ donation awareness campaigns like Second Life Fashion present an opportunity for non-profit organizations to encourage more people to become organ donors and help save lives.
3. Social Media Industry - Social media platforms can use campaigns like Second Life Fashion as an opportunity to promote positive social change and to encourage conversations about important social issues.
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