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Company: Levi Strauss & Co.
Agency: Edelman
Timeframe: Jan. - Nov. 2010
Fashion trends come in cycles. Ever since Levi Strauss created blue jeans in 1873, the garment has been the base of many fashion trends, from revered 1970s bell-bottoms to the tight, acid-washed jeans of the '80s. For the last 20 years, however, one trend in denim hasn't changed: Levi Strauss & Co.'s commitment to corporate social responsibility.
For its most recent CSR efforts, extensive research found that, by far, the biggest environmental impact of Levi's signature products was in the cotton grown to make the jeans, and in the washing and drying of jeans once they are sold. Armed with the knowledge that Levi's consumers were key players in reducing the company's environmental impact, a four-person Levi's PR team, along with five Edelman reps, worked together to create the Care for Our Planet campaign. The PR objectives for the Levi's brand were simple: Engage a range of influencers from the worlds of design, sustainability and everything in between, and generate an online conversation among all stakeholders, with a call to action to reduce their environmental impact, one pair of jeans at a time. They also hoped to secure media coverage beyond the fashion press that traditionally covers Levi Strauss.
IMPACT STUDY
In 2008, Levi's performed a complete life cycle assessment of the environmental impact of two of its iconic products--Levi's 501 jeans and Dockers Original Khakis. The study examined all environmental impacts, including climate, energy, water, materials, land use and biodiversity.
The research demonstrated that throughout its life cycle, a pair of jeans consumes as much energy through washing and drying as powering a personal computer for 556 hours, and that the average person in the U.S. throws away 68 pounds of clothing and textiles a year.
LAYERED STRATEGY
The Levi's and Edelman teams structured the Care for Our Planet campaign as a...