Online marketplace Not On The High Street is highlighting the devastating landfill impact of bad Christmas gifting with a powerful 3D out-of-home campaign.
The creative is inspired by the insight that more than 3,088,345 bad Christmas gifts were thrown away this year, estimating that 8 in 10 people receive so-called ‘bad gifts’ at Christmas, with an estimated 55,393,286 given last year alone.
Erected in London’s Westfield Shepherd’s Bush and Vinegar Yard and Manchester’s Salford Chapel Street, the 3D special builds will be live for the next two weeks. To produce and strategise the billboards, Not On The High Street worked in partnership with Uncommon London, Hearts & Science, Grand Visual and Talon.
“We are extremely grateful for the support of Not on the High Street this Christmas. It is only because of support like their Don’t Gift campaign and their generous customers that we are able to be here for people experiencing homelessness, both at Christmas and all year round, to help them rebuild their lives and put homelessness behind them for good,” Crisis executive director of brand, marketing and fundraising, Rob Halyard said.
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“At Crisis this Christmas, we’ll be supporting thousands of people experiencing rough sleeping or living in insecure accommodation – such as hostels and B&Bs – across England, Wales and Scotland, providing food, advice and support as they begin their journey out of homelessness. The valued support from Not on the High Street will help us to continue to support people in starting their life beyond homelessness this Christmas.”
Titled ‘Don’t’ Gift Landfill’, ‘Don’t Gift Big Biz’ and ‘Don’t Gift Boring’, with all items featured within the last two creatives to be donated directly by the retailer to homelessness charity Crisis.
Not On The High Street CEO, Leanne Rothwell added: “With the festive season almost upon us, it has never been a more important time to scrutinise our gift giving and how our waste has an impact on the planet.
“We know expenditure will be less this year with the cost of living crisis, so we want to make sure if you do wish to purchase gifts this festive season, you aren’t going to waste money or add more waste to the world.
She concluded: “This is why we have launched these bold out of home experiences to highlight the issues bad gifting is having on our planet and we hope our Don’t Gift Guide will help customers find the perfect thing for whoever they are buying for.”
