The Salvation Army tasked The Odd Number with coming up with a piece of communication that encourages citizens to donate their old clothes to the over 200k homeless people living in South Africa. The challenge was overcoming the deeply entrenched cultural narrative of “it’s not my problem” and calling for action. The campaign showcases the physical effects left on the skin when one refuses to let go of old clothes - to stress the frugality of holding on to that which we have outgrown and the importance of letting go for the betterment of those less fortunate.
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