Multi-channel design for outerwear charity campaign.
In Autumn 2021, River Island celebrated their ‘Layers Of Love’ partnership with mental health charities Mind and Place2Be to bring people closer together.
I worked across digital and print to promote the charitable partnership and highlight that investing in winter coats for the season saw £2 from every sale go directly to the mental health charities.
Layers Of Love campaign imagery and video content took over the River Island homepage and landing pages with messaging highlighting the charitable partnership. Press play above and below to see more…
A content hub page was created to drive more awareness of the partnership and information on the charities involved. Press play below to see more…
The content hub page also homed links to blog content from interviews with the charity partners to outerwear trends for the Autumn season. Press play below for one of the examples…
To ensure a full site takeover, content boxes also lived on various product landing pages that either linked through to the hub page for more information on the partnership or straight to the coats and jackets category pages to see the offerings available for purchase.
Launch emails were designed in line with the website content for consistency and acted as a preview of the content hub page, providing information as well as click through links to the various product categories. Press play below to see more…
As well as being contacted digitally via emails and media alerts, press and content creators were also sent packages which included comp slips explaining the wellbeing message of the ‘Layers Of Love’ campaign and charitable partnership.
Social media was a big push for raising awareness of the campaign and partnership. Instagram stories included the science behind the campaign, donation product focuses, volunteer Q&As and hug challenges around World Mental Health Day. Press play below for an example…
