We all have clothes we just don't wear any more, mouldering in the back of our wardrobes. DDB Stockholm's latest project for homeless charity Stockholm Stadmission (Stockholm City Mission) encourages people to donate these items to the organization's secondhand stores. It does this via a Facebook app where, using photos, you can identify the stuff you wore that's out of fashion (Facebook might seem pretty new to some of us, but perhaps those midriff-baring tops you wore in 2007?). You tag it as a "you'll never wear that again" item. Users can share their collage of tagged clothing, and invite friends to donate their unfashionable, unpopular or just downright "wrong" items too. The app then leads users to where they can donate their no longer fashionable goods.
The campaign also included print, poster and direct mail elements; even some celebrities were sent postcards of themselves wearing something out-of-date, encouraging them to donate to the charity