Greater Than Seven

On average a garment is worn just 7 times before being discarded (Barnardo’s UK). People are also wearing just 20% - 30% of the clothes in their wardrobes (International Journal of Retail and Management). Greater Than Seven is a campaign that informs people of the velocity of the problem and incentivises re-wearing the clothes they already own. The campaign encourages people to share and challenge others on social media to show they are making a difference. Many fashion retailers use sponsored personalised ads. Greater Than Seven uses personalised ads to advertise clothes the consumer has already bought and encourage them to engage in the wider campaign.