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M&S promotes Shwopping, its clothes swapping scheme for Oxfam, with new online campaign

M&S has launched a new online campaign for Shwopping, its clothes swapping scheme to raise money for Oxfam, fronted by the organisation’s ambassador Joanna Lumley.

The initiative invites customers to leave their old and unwanted clothes by any brand at Marks & Spencer stores. These are then given to Oxfam to be resold online or in international markets. What is not sold or re-used is recycled.

The online campaign, created by RKCR/Y&R, consists of a series of stylishly animated films narrated by Joanna Lumley. The films show dozens of items of clothing morphing into good deeds while the Absolutely Fabulous star explains all the ways Shwopped items can help those in need.

The films are running on the Marks & Spencer website, social channels and in a branded digital display from Tuesday 24th May.

Since the Shwopping scheme started in 2008 M&S customers have Shwopped over 20 million garments, raising more than £16 million for Oxfam.

Jamie MacAlister, Brand & Marketing Manager at M&S, said “Shwopping, the M&S customer clothes recycling initiative aims to recycle 50 million garments of clothing by 2020, enabling Oxfam to fund vital projects around the world by reselling, reusing or recycling the donated clothes.

Our ambition for the animation videos was to drive awareness of the initiative by closing the gap between the simple act of recycling clothes and the end impact of Shwopping, activating and evidencing the “ordinary clothes made extraordinary” line.”

Priya Patel, Managing Partner, at RKCR/Y&R, said “Whilst we are incredibly lucky to always have so much at the foot of our doorstep, the exponential rate of choice we are presented with can sometimes distract us from the things we could be doing for others less fortunate. Simple initiatives like Shwopping are therefore brilliant for getting people to do something extraordinary for those in need, which we hope to articulate with this animation-driven campaign.”