PULL THE THREAD ON POVERTY.

So, here’s the truth.
India is a country with 29.8 %. of the population living below poverty line. They cannot even afford primary necessities like food, shelter and clothing. Sometimes, clothing becomes a luxury for them.

This is what we were asked to do.
Cotton Nation (India’s leading cotton-based clothing brand) wanted to launch a CSR initiative campaign and position themselves as more than just a clothing brand.

And then, we came up with an idea.
Cotton Nation is one of the few brands to give cotton bags with a sale of their clothing. We observed that these bags from Cotton Nation seem like a top to wear, if the bottom part of the bag is cut open. So, we redesigned these bags which can be converted into tops to wear for underprivileged children by simply pulling the thread from the bottom of the bag and asked customers to donate.

But how does it work?
With these shopping bags, we attached tags informing people how to donate. The person, who wanted to donate, needed to simply pull the thread from the bottom of the bag. Customers can either donate directly or schedule a free pick-up at 9967821284.