Campaign for Wool
Intro: Prince’s Charities Canada (PCC) is a registered charity that expands and enhances the Canadian charitable work of His Royal Highness The Prince of Wales. PCC is focused on The Prince of Wales’s own core interests, including education and young people, responsible business, the built environment and global sustainability. PCC supports existing Canadian charities already connected to The Prince of Wales and facilitates new opportunities for charitable organizations in Canada to work together with those across The Prince’s global network.
The brief: With the Campaign for Wool launching in Canada, the PCC was looking to create consumer and media awareness in support of the campaign.
The outcome: Utilizing the lifestyle properties of high-profile fashion founding partners Holt Renfrew, Pink Tartan and Joe Fresh, KLC developed a robust media relations outreach plan which communicated not only the relevance of the program to Canadian farmers, but the overarching charity’s vision and messaging and the future of wool as a sustainable material. Media and influencer events and activities resulted in substantial and meaningful coverage including Elle Magazine and a segment on The Social.