Sustainable fashion takes centre stage in DOOH campaign

Second-hand fashion as a conscious choice

From 17 September to 19 November 2022, second-hand fashion items were in the spotlight during the Preloved Fashion Fair in Utrecht and Leiden. Through this public campaign, the central government wanted to encourage people to choose preloved fashion more consciously: clothing with a past, but certainly also with a future. With more than 30 participating shops in both cities, the unique range of preloved items was made visible and accessible to a wide audience.

DOOH with touchscreen as a route to sustainable fashion

In Utrecht, there were two interactive, free-standing digital panels. Via touchscreen, passers-by could easily search for the nearest second-hand clothes shop in the city. This accessible approach made it easy and attractive for people to take the step towards circular fashion - exactly what the campaign aimed for.

OOH with impact: awareness is key

Combining sustainable communication with modern technology (DOOH + touchscreen), the campaign showed how second-hand clothes are a stylish and environmentally friendly choice. By buying preloved items:

• Give your clothes a second life
• Reduce pressure on production and raw materials
• Make an active contribution to a more sustainable world

The campaign made sustainable choices tangible and personal, exactly where the target group moves.

An initiative of the central government

The Preloved Fashion Fair is part of a broader awareness programme of the central government, aimed at sustainable consumption. Bringing this message to the streets through innovative OOH campaigns made it accessible to a wide audience.

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