Saffron Road

It’s in Our Jeans to Give is comprehensive and integrated marketing special event that has created exposure for Saffron Road by partnering with a local non-profit organization to host an in-store event, promoted through a viral email campaign and targeted public relations. The campaign launched for the first time in March 2007 in support of Women’s Community House and again in November 2008 in support of My Sister’s Place. The invitation to donate jeans was delivered via a short Flash animation that was emailed and spread through the target audience by acquiring email lists from specific women’s philanthropic organizations, professional associations and other client and agency contacts. Media relations activities focused on London programs and publications to promote the event with key messages about how to participate. Radio, television and print media were all included in press material distributions. On message, positive media coverage of It’s In Our Jeans to Give includes: Fresh FM, The London Free Press, A-Channel Morning News, A TV Evening News, Rogers Television program, Daytime and a letter of thanks to the community in The Londoner.