Spread the Threads
Initiating change to the post-worn clothing process
LOCATION: Muncie, Indiana
PROJECT: Senior Campaign
ROLE: Researcher | Designer
Spread the Threads is an initiative campaign that reaches out to the Muncie community, specifically college students, to encourage change in post-worn clothing processes by providing facts and statistics to encourage sustainable practices. Currently an estimated 13 million tons of clothing are thrown away in landfills per year, equaling almost 9% of total non-recycled waste. With 92 million tons of waste being generated globally it’s predicted that by 2030 there will be a 62% increase resulting in 143 million tons of waste increasing the likelihood of irreversible environmental damages occurring. This campaign will introduce a variety of methods students can use to recycle their clothing and the process for each option — with the goal of reducing waste generated by clothing.
To target those Muncie college students to actively partake in this initiative, this campaign incorporates five various design deliverables that include: a responsive website, social media with online ads, an interactive installation, promotional posters, and a video component.
The website will be a resource for users to visit providing them with a multitude of information including the mission of this campaign, ways to become more sustainable with clothing, the different strategies that can be used to recycle clothing, and local resources that are available. The website will also include information on upcoming Spread the Threads events, contact information that will direct users to social media accounts and a form to subscribe to a email newsletter.
An online presence will be used to promote Spread the Threads through a variety of components including email newsletter, display ads, Facebook, and Instagram. Users can sign up for the email subscription to receive email newsletters that provide information on sustainable practices/tips for recycling, methods on the different strategies they can use to recycle their clothing, and information on upcoming events.
A variety of online display ads would be used to promote Spread the Threads directing user traffic to the website. These display ads would appear on users web pages if they have searched specific keyword set up through Google Display Network — for example, if they were were researching sustainable clothing, post-worn clothing processes, or sustainable brands these display ads would start appearing on their social media and web browsers.
Lastly, the social media accounts will feature facts and statistics on the current state of the fashion industry, reminders on the methods of recycling and incorporate user-generated content — encouraging engagement and expand the identity of the campaign.
The installation will be an interactive piece where people can craft their own version of Spread the Threads at events. The installation would be a way to expand the identity and use that user-generated content to promote future events and engagement on social media. The events would allow the community to gather and discuss sustainable resources available, prompt community engagement towards a more sustainable post-worn clothing process, and for members of the community to connect on this topic.
Promotional posters would be used to promote Spread the Threads on campus. The posters are quick visuals used inform college students of the Spread the Threads initiative and directing them to go to the website for more information or to follow Spread the Threads on social media. These posters use short call to actions phrases that are easy to understand because students are always on the go — they needed to be consistent with the established brand but be recognizable when hung next to other posters in the same locations.
The video component will be used as a promotional piece that can be used on social media and displayed on screens located around campus.
The video shows a visual representation of each method a student could use to recycle their clothing and incorporating a play on words with Spread the Threads at the end of the video prompting students to promote the initiative. This video was specially designed to be under 90 seconds because research shows that how long a viewer watches before they begin to lose interest.