Camp + King and Fashion Brand prAna's Conservation Campaign Promotes Clothing for Positive Change

Camp + King (C+K) designed a national marketing campaign for socially conscious activewear brand prAna, one that encouraged people to reduce, reuse, and recycle. #NotGoingTo is a social media-driven campaign that asked people to reconsider their habits and dared them to use the hashtag to pledge one eco-unfriendly act that they have given up to protect the planet. Example: “#NotGoingTo use any more single use food storage containers.” Some respondents Included video pledges along with the hashtag.

For the effort, AOR C+K created videos that ran on prAna’s web site, social channels such as Twitter and Instagram, and emails. prAna ran a 60-second supercut featuring sample pledges to promote the initiative as well as nine 10-second clips. A handful of participants were given cool eco-gifts to help them keep their promises. C+K won the account in 2018.

#NotGoingTo was planned for 2020—the idea of conserving resources has always been relevant. But COVID-19 resulted in a suspension of marketing activities, so the message had even more impact.

“While reducing our everyday routines has been a tough adjustment for all of us during COVID, it’s had a surprisingly positive impact on the environment,” said Camp + King CCO Roger Camp. “As we sheltered in place, the planet finally had the chance to recharge—creating cleaner air and healthier waterways as pollution levels dropped everywhere. The past 14 months have been a timely reminder that there’s environmental power in what we choose NOT to do.”

Because of the restrictions imposed by COVID, 2020 resulted in an 8% decrease of carbon emissions globally, according to the International Energy Agency. It also drove a 9% decrease in oil demand.