Clothing the needy

The 'I'm a good person' theme is set to attract attention and action from shoppers to benefit the Salvation Army and the needy they support. Consumers are encouraged to donate old unwanted clothing in order to make room for the latest trendy winter ranges available from YDE this season.

Conn Bertish, creative director of Saatchi & Saatchi Cape Town, says: "The YDE winter campaign is a great incentive to be a better person. After all, everyone's got old stuff they could donate."

The posters asking for donations will appear in store windows and each of the twelve national YDE stores will have a white bin (for clothing collections) to make these donations from "good people" as convenient as possible. Shoppers can also expect a YDE donation sticker after every purchase.

Paul Simon, YDE managing director says: "Not only did Saatchi present us with another creative idea that fits our trendy and sexy appeal, but they also assisted us in sending out a positive message in a fresh and irreverent way.

"Charity messages can often be communicated in a boring and monotonous manner, but there is nothing to be yawned upon with this exciting end result."

Saatchi has also created a web element to campaign, resulting in a cheeky game with a mission to undress either a male or female and to throw his or her clothes into a YDE bin. To make it challenging, the bin moves around and dodges while the player races against time. Points are achieved through skill. The reward is of course to ultimately see the person in as little clothing as possible.