ClothForThought

HaveyouCotton?Proposal

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Content(s)

Page(s)

1.0ExecutiveSummary

2.0Objectives

3.0Goals

4.0TargetGroups

5.0KeyStrategy

6.0CampaignPlan

34

7.0CTA(CalltoAction)

8.0SWOTAnalysis

9.0PESTLEAnalysis

67

10.0DesignandIdeaConceptualisation

810

11.0ResearchFindings

11

12.0Budget

12

13.0Appendix

1316

ClothForThought
HaveyouCotton?Proposal

1.0ExecutiveSummary
8 passionate individuals from IACT college from different fields striving to make a change in
environmental sustainability. Formed in April 2016, this team seeks to find new inventiveways
tobettertheenvironment.

2.0Objectives

Topromotetheuseofrepurposedmaterials.
Tocreateandsustainbehavioralchangeamongsttheaudience.
Toconnectwithlikemindedpeople.
Toeducatethepublicontheprosofcottonclothingcomparetosynthetictextiles.
Toencouragethepublicthatcottonattireisthewiserchoice.

3.0Goals

Tocollect300kgamountoffabric.
Tosell100repurposeditems.

4.0TargetGroups
Primaryaudience:StudentsparticularlyfromBACandIACT.Aged1824yearsold.

Secondary audience : Working adults in VSQ offices. Aged 2554 years old. VSQ consist of
mostlymadeupofsecondarybranchoffices,smallcompaniesandstartupcompanies.

5.0KeyStrategy
Byusingrepurposedfabrictocreateeverydayproductssuchas:
Pencilcases
PursesandPouches
Drawstringbags

6.0CampaignPlan

Strategy1:Publicity
Tactics:
We will spread awareness of the campaign through our facebook page and instagram
account.
Wewillprovideinformationandupdatesviaourfacebookpageandinstagramaccount.
Once every week, we will post fun facts about fabrics, the importance of repurposing
textiles and so on. It will be called Cloth For Thought. It will help raiseawarenessthe
importanceofrepurposingfabrics.
We will post up posters about oureventsonanyaccessiblebulletinboardsinVSQ,BAC
andIACTcompound.
Wewillcreateasneakpeakvideoonthefabricrepurposingprocess.

Strategy2:CollectionDrive
Tactics:
We will have a collection drive to collect old and unused clothingatthevaletparkingin
VSQ.
We will create a short viral video promotingthecollectiondrive.Theoverallsystemand
flowofthevideowillbesimilartothatofthesocialmediaapp
vine
.

Strategy3:BoothSale
Tactics:
We will be having the booth sale focusing solely on selling our repurposed products at
theVSQcompoundonWeek9.
Thesalewillbeduring16thJune2016(Thursday)10am5pm.

Strategy4:GarageSales/ClothSwap
Tactics:
TheClothSwapwillcommenceduringweek12[dateandvenuetobeconfirmed].
Key message is to promote and increase the usage of cottonmade clothes as wellasour
repurposedproducts.

MechanicsoftheClothSwap:
1. ClothforThoughtwilldeterminethetimingfortheclothswap(EG:12.00p.m.)
2. Before the cloth swap, participants will have to bring RM5 and any number of clothing
(the amount you bring will be the amount you take back) to be eligible to participate in
theclothswap.
3. Participants canbring anynumbersofclothestheywanttoswapandtheywillbegivena
couponwiththenumbersofclothingtheyhavebrought.
4. ParticipantswillthenleavetheirclothestooneofourClothforThoughtmembers.
5. During 12.00pm [Time to be reconfirmed] the participants may begin the cloth swap
session.
6. After participants have chosen their desired clothing, they have to pass theircouponand
show the chosen clothing to the Cloth for Thought members to double check on the
coupon piece as well as the number of clothes they have swapped before they leave the
compound.

**SWAPREQUIREMENTS:
Tobeingoodcondition.
Clean(washedordrycleane)

7.0CTA(CalltoAction)
Bring in your old/unused clothes and pass it to our team members during ourCollection
Drive on Tuesday(17/5) and Wednesday(18/5). (You may pass it to any Cloth For
Thoughtmembersifyoucannotmakeitonbothofthedays.)
Take part in ourboothsaletocheckoutyouroldclotheswhicharerepurposedintobrand
newproducts/topurchasetherepurposedproducts.
Gettheaudiencetowearcottonastheirdailyattirestosupporttheenvironmentalcause.
Take part in our Clothes Swap event to trade clothes with other participants (admission
fee:RM5)youwillalsogettomeetotherblogshopsthereaswell.

CTAForWAO
CollaboratewithClothForThought
ReceivethecollectedclothesfromClothForThoughtscollectiondrive
Maketheproducts(statedinourkeystrategy)(templatewillbefoundunderappendix)
Open up a booth during our Cloth Swap event on the 6th of July 2016(Wednesday)
sellingyourveryownhandmadeitems.
AllproceedsearnedfromproductsandeventswillbegivenbacktoWAO.

8.0SWOT
Strengths
Efficientorganization
Lowcosttoexecutethecampaign
Havingactivitiesthatgettoengage
withthepublic
Wellplanningforthewholeevent

Weaknesses
Inexperiencedeventteam
Lackofmanpower
Donothavequalitycontrolofthe
repurposedproducts
Donothavesuitablevenueforthe
activities

Opportunities
Raisingawarenessonsustainingthe
environment
Campaignsabilitytocontinueafter
eventhasended
BeingincorporatedwithVSQandits
otheroffices

Threats
Lackofparticipationfromtarget
groups
Unpredictableweatherconditions
Lackofstrongrelationshipwiththe
media
Changesofmarkettrends

9.0PESTLE

Political: Malaysian Aid Council, Politicians

Hajah Nancy Shukri, Minister in the Prime
Minister's Department YB Hannah Yeoh,
Selangor AssemblySpeakerYBNurulIzzah,
MP for Lembah Pantai and YB Mas
ErmieyatiSamsudin,PuteriUMNOChief,

WAO is collaborated with Malaysian

Government Welfare Department, Yayasan
Sime Darby/ Sime Darby Foundation,
Malakoff Corporation, Guardian, The Body
Shop, Malaysian Community Education
Foundation
(MCEF),
Gardenia
Confectionary,MalayanFlourMills.

Economical: In 2014,theindustrywasranked
10th top export earned and accounted for
1.6% share of Malaysia's export of
manufactured goods. Malaysia is a net
exporter of textile and apparel. Exports of
textiles and apparel for the year 2014 were
RM 11.62 bil while import amounted to RM
8.32bil.

By promoting the use of repurposed

materials, it will then increase exports of
textile in the Malaysian economy and more
taxpayersarebeingused.

When we throw away the waste, we left

behind carbon footprint, but if we do recycle
or used to make repurposed items, we can
reduceit.

Sociological: The growth of target audience

towards the understanding of WAO by
spreading our combined message to the
public. To spread social good and awareness
ofenvironmentalsustainability.

To spread awareness to the public about not

just female but male abused victim statistics.
According to 2014 domestic violence
statistics, 2715 complainants were female
followed by 958 male victims and 1,270
reported cases of domestic abuse againstmen
lastyearinMalaysia.

Technological: Circulation and publicity

through social media pages, wider reach of
audience, social networking, mobile
technology,hashtagsasacloudplatform.

Once the repurposed items are completely

processed, they will be upload to our social
mediaplatformtointroduceourfinalproducts
to the public. We also use our social media
such as Facebook and Instagram to
crowdfundforWAO.

Legal:Productsafetyregulations,
By avoiding false representation of our
products in accordance to Consumer Act
1999, Part 2 Section 11, false representation
and other misleading conduct in relation to
venue falsely represent that any person has
any sponsorship, approval, endorsement or
affiliation. Make a false or misleading
representation concerning the nature of
interest, the price payable, the location, the
characteristic, the use to which the land is
capable of being put or may lawfully be put
and the existence or availability of facilities
associatedwiththevenue.

By following the terms and conditions of

VSQ tower, for advertisement rental,
determined by the management and by
gainingtheapproval fromthelocalauthorities
andrelevantapprovalbody.

Environmental: To work together with WAO

to raise awareness on environmental
sustainability withtheimplementationof3Rs,
Reuse, Reduce, Recycle and to provide a
lifelineforWAOtocontinuetheproject.

There are many companies are doing the

environmental sustainabilitywhichareCentre
for
Environment,
Technology
and
Development Malaysia, MKF Bhd, YTL
Corp,
Royal
Malaysia
Police,
GreenBuildingIndex, Subang Jaya Municipal
Council, Tan Chong Motors, Maybank,
Bandar EcoSetia, Panasonic Malaysia,
MalaysiaAirportHoldings,Shellandetc.

Allianz Malaysia also been doing the

Environment Change to raise awareness on
the importance topic of environmental
sustainability.

10.0DesignandIdeaConceptualisation

GroupandCampaignLogo
Designteamwillcreateagroupandcampaignlogowhichbestrepresentsourcause.

StickerDesign
Stickers will be given to thosewhohavedonated/givenustheiroldunwantedclothes.Itcanalso
helpcreatepublicityforourcampaignasawhole.

NamecardDesign
Name Cards will be created as they are the most effective direct marketing tools and willallow
peopletocontactuseasier.Thedesignwillbemadetoportrayourbrand.

PosterDesign
Aposteraboutthesalesboothandgaragesale/tradewillbecreateandposteduponany
availableVSQ,BACandIACTbulletinboards.Tospreadawarenessandnotifypeopleabout
ourcampaign.Itwillactasaremindertopassersbyofanyofourevents.

PackagingDesign
Wewillcreateaappropriateandflatteringdesignforthepackagingfortheproduct.

ProgrammeSchedule

CollectionDrive
17th&18thMAY2016(Tuesday&Wednesday)
08:30AM09:00AM:Setup
09:00AM5:00PM:CollectionDrivestarts
5:00PM5:30PM:Wrapup

BoothSale
16thJUNE2016(Thursday)
09:00AM10:00AM:Setup
10:00AM5:00PM:Boothsalebegins
5:00PM6:00PM:Wrapup

ClothSwap
WEEK12(DATETBC)
09:00AM10:00AM:Setup
10:00AM12:00PM:Clothescollection
12:00PM1:00PM:Categorisingclothes
1:00PM4:00PM:Clothesswapbegins
4:00PM5:00PM:Wrapup

10

11.0ResearchFindings

Everyday old clothes and cloth alike are being chug aside and wasted. 85% of old fabrics goes
into landfills. 10%20% of all textiles in the fashion industry are wasted. About 15% of them
suppose to be made into clothing, dont make it to the cutting room floor. Experts estimates
China will soon make 50% of the worlds clothing. The need for textilerecyclingishigherthan
ever. Textile and clothing recycling can giveoldclothes,linens,andothertextilesasecondlife.
Hence, raw materials created from recycled content generally cost less, can saves on energy
consumptionwhenprocessingandalsoreducesthepollution.

1.WhyCotton?
Cotton is the most widely used 100% natural fibre in the world today. Cotton is biodegradable
materials that the textile can be break downnaturallybybacteria.Itjustusedwithinas littleasa
week but usually takes about 5 months. There are manyprosofcotton, cottonissoft,absorbent
and breathable. Not to mention that moisturewicking cotton is specially designed to keep you
drier and cooler during exercise and it also discouraged thegrowthofbacteriaandyeast.Cotton
is a low maintenancefabricsthateasiertowashandcare forthanotherfabrics.Cottonfabricsdo
not cause skin allergies, which is why they are recommended for babies and people with
sensitiveskinandalsoreasonwhybandagesandgauzearemadewithcottontoo.

2.Whynotmanufacturedsynthetictextiles?

There are many cons of the synthetic textile. Synthetic fibres are made from smallmoleculesof
synthesized polymers. The raw material that are used tomakethesefibrescomefrompetroleum
based chemicals or petrochemicals. It may take between 20 to 200 years to fully biodegradable
the textile. Most synthetic fabrics are made of polyester, or polyethylene terephthalate (PET)
the same stuff used as containers for soda and water. Synthetic textile donotabsorbsweatfrom
skin, the monofibres do not trap air pockets like cotton and provide poor insulation and do not
allow your skin tobreatheespeciallytheonemadeofpolyester.Italsocausinghigherburnsthan
the natural fibres and they are prone to heat damage and melt easily. Not just that, It is
electrostatic charge generated by rubbing more than with natural fibre. All in all, clothes that
made of synthetic fibre are uncomfortable to wear and it will bring negative health effects that
causedthelymphaticsystem.

11

12.0Budget
Budget/Cost

RM

PrintingandPublicityCost

RM300

Fabricaccessories(zippers,
threads,velcro)

RM500

Manpower

RM0

Carbootcollectionvenue

RM30

Salesboothvenue

RM6,260

DeposittoBenefactors

RM500

Total

RM7,590

12

13.0Appendix
FabricTemplateforPouches

13

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FACEBOOKVISUAL

INSTAGRAMVISUAL

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