1-800-LAZY-ECO was a campaign created to launch Monki Cares, the name of Monki's ongoing sustainability work. When it comes to sustainability we found in spite of the fact that people are invested in making a change, that making a change can feel overwhelming. Playing on the idea of 'slacktivism' we wanted to show how by doing less you can actually do more.
Basing the narrative around a list of 'Donts' rather than 'Dos'. These were:
1. Don't wash your clothes
2. Don't throw away your clothes
3. Don't wear fur
4. Don't keep it to yourself
It was also important that all of the points made were points that Monki, as a brand, could back up. From explaining washing alternatives, DIY styling hacks, a strict fur policy and offering clothes recycling in all stores globally (that's 115 and counting) – this campaign was founded on integrity and accessiblity. And some cheek too.
We also loved the idea of being able to call a hotline that would give you tips on how to be lazy.