I just came across an article from MediaPost this afternoon and thought it was perfect for the AdVirtues website. Read the article here: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116645

This is a new partnership effort between Goodwill and Levi Strauss to encourage consumers to donate their used clothing, rather than throwing it away. BBDO West conceived this idea (as part of their pro bono work for Goodwill). Beginning in 2010, Levi’s will include a this socially responsible message on their product “care tags” (see sample above).

I think it’s a simple idea and excellent effort to persuade consumers to be both less wasteful and more selfless with their consumption. But this does raise some questions: will it work? Will consumers really pay attention to the care tag in their clothing? Will it be sufficient motivation for them to change their pattern of behavior? I think a lot of that will depend on the strength of the viral marketing effort to get the word out. Notions of “social responsibility” and “sustainability” are trendy and much-hyped lately. Ultimately, I hope consumers will heed the “care tags” so that their behavior is consistent with their “talk”.