Tag Archive for fashion

Brand Ethics: Is It All Just A Waste Of Time?

Emily Atkinson, who joined Acceleris for a work experience placement

Emily Atkinson, who joined Acceleris for a work experience placement

Did you know that 300,000 tonnes of clothing was sent to landfill sites in the UK last year; seven million coffee cups are disposed of each day, and by 2050, the ocean is set to contain more plastic than fish? In a recent article from The Guardian, the Ellen MacArthur Foundation expressed its concern over the perennial question: ‘Who will halt this tidal wave of waste?’


Indeed, each year sees an increase in the number of UK and worldwide businesses that are prepared to jump onto the eco-friendly band wagon with the aim of attaining a brand image that evokes transparency, sustainability and ethical behaviour. To mention only a few; Coca-Cola, Tesco, H&M, and Stella McCartney are all companies which, in the last couple of years, have made a significant attempt to refresh their reputation by working towards a more renewable world.


Businesses are recognising the increase in consumer demand for more ethical and sustainable products – a revolution that is taking social media by storm. For instance, NARS cosmetics recently took to Instagram to announce that they wanted to put an end to animal testing, stating: “We want you to know that we hear you. The global elimination of animal testing needs to happen.”


Social media has become a platform on which anyone, anywhere can have their say. The likes of Facebook, Instagram, Twitter and YouTube not only allow people to criticise but also for businesses to respond to criticism and relaunch their brand as one which satisfies consumer demands.



Take Coca-Cola for instance, its most recent campaign shows an epic love story between Coke and Fanta; the idea that they are both contained in recyclable plastic bottles means that they are able to meet over and over again, and eventually fall in love (how sweet!). Lucy Barry, a Berlin-based artist, used ALL recyclable materials, including 1,500 bottles, to create the masterpiece. Accompanying the ad is a short YouTube video showing ‘A Timeline Tour’ of change in the production of Coca-Cola bottles.

Coca-Cola has high hopes for its campaign, with a similar piece last year generating around 37,000 pledges.


Both high street and high end fashion labels have also joined forces to save our planet. As a self-confessed shopaholic and fashion enthusiast, I think it’s great that clothing brands have entered into this craze. Last year, H&M launched its first eco-friendly campaign, collaborating with singer M.I.A to create a song and video called ‘Rewear It’. The campaign secured 500,000 views within a week of being released and, since the launch of its garment collecting initiative in 2013, H&M has acquired over 32,000 tonnes of recyclable clothing.

And H&M aren’t the only ones! Stella McCartney recently chose a landfill site in Scotland as the backdrop for her fall 2017 collection launch. The lead image of the campaign features a model surrounded by a mass of cast-off clothing, accessories and so-called ‘rubbish’. Again, McCartney proves that a great picture/ video never fails when it comes to making your brand stand out.

stella mccartney model in landfill


But does it work?

The answer is YES! As an agency, we are no strangers to the process of brand rejuvenation and the promotion of environmental sustainability as a less commercial way of building a relationship with consumers. Back in 2015, we were tasked with launching the UK’s first website dedicated solely to upcycling: Remade in Britain. The company focuses on the restoration of furniture, home accessories and gifts, targeting those who seek, ‘ethical, sustainable, and waste-reducing products’. We even created our own recycling stunt, creating room in a skip using furniture from the site.

Remade in Britain Founder Donna Fenn in the 'Skip Room' - press

Remade in Britain Founder Donna Fenn in the ‘Skip Room’

To read more about this campaign and find out more about what we do, head to http://www.acceleris-mc.com/.

Stilettos, sea views and six packs – all in the name of charity

Last week we signed up as corporate members of Charity Comms a networking site for communications professionals working for some of the UK’s leading charities.

We are pleased to support the organisation which is an excellent hub for case studies and best practice with more than 4,000 members.

At Acceleris we have worked with charities large and small for a number of years to deliver creative and effective campaigns. In my time this has included organising peaceful protests in the streets of Leeds, dressing up in chicken costumes, and re-recording an Elton John classic – all for a good cause.

It’s been a busy few months for our charity team:

We organise a yearly fashion show for the Prince's Trust which is always a huge success

We organise a yearly fashion show for the Prince’s Trust which is always a huge success

We helped publicise a fundraising fashion show for the Prince’s Trust in Yorkshire and the Humber. Held at the National Railway Museum in York, the event raised in excess of £90,000 to support the charity’s work with young people.

We organised a national photography competition to find the UK’s best sea view for longstanding client the Shipwrecked Mariners’ Society.The competition received 456 entries and generated widespread national media coverage including several full page splashes (sorry).

Ex-Royal Marine, Rich McKeating approached us to help raise £100,000 for the Teenage Cancer Trust. The campaign ‘Titan Force Trip to Ripped’, will see twenty young men transformed to their ripped best in just six months, for a fundraising calendar (our offer to feature in the calendar was declined for obvious reasons).

We’ve also written our first book to celebrate the 150th anniversary of the Royal Alfred Seafarers Society.

Communication is important for every business and organisation but given the high profile and emotive work of many charities, clear and effective communications are integral to their success.

We’re also keenly aware just how tight budgets can be in the sector so we’re careful to make every penny spent on comms go as far as possible (as you’d expect with our Yorkshire roots!)

I am looking forward to being a Charity Comms member and getting involved in discussions, learning from fellow communications professionals and sharing our experience.

Find out more here: http://www.acceleris-mc.com/sectors_charity.htm

We;re currently working with former marine, Rich McKeating, on a project for Teenage Cancer Trust

We’re currently working with former marine, Rich McKeating, on a project for the Teenage Cancer Trust

Too busy to read?

Two minutes – the length of time it will take for you to read this blog, if you have the time.

As a journalist student a couple of years back I was taught the importance of engaging with readers of online articles through including top line information of a story in just one sentence – as users will usually ‘switch off’ after about 30 seconds of reading an article on a mobile device.

Apparently our attention spans are declining, and we seem to have less and less time to get our daily dose of news with our increasingly busy lifestyles. Now, we only spend an average of 15 seconds reading articles on a device.

‘The Pool’ is a new multi-media platform which claims to offer a solution to those who are ‘too busy to browse’ (women at least) offering content on current affairs, lifestyle and advice in one neat, compact and easy to use platform.

Gaby Smith - 05.06.15 - 1


Written by a mass-journalism ‘super-group’ I found the concept quite interesting, given the site’s editor Sam Baker is former editor of Cosmopolitan and Red magazine and now runs the site full time.

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