THE BRIEF

Develop a campaign concept for the British Heart Foundation that reimagines charity shopping through nostalgia, storytelling and self-expression, encouraging more sustainable consumption.

MY APPROACH

Inspired by the playful experience of dressing up as a child, I explored how second-hand clothing and furniture can become expressions of identity and personal stories. The campaign reframed pre-loved objects as meaningful items with memories, character and renewed purpose.

WHAT I SOLVED

I challenged the perception of charity shopping as simply a way to buy cheaply, instead positioning it as a creative, inclusive and emotionally meaningful experience.

WHAT OTHERS CAN TAKE FROM IT

The project demonstrates how storytelling and emotional connection can shift perceptions around sustainability, creating a campaign that makes a social message feel personal, playful and culturally relevant.