Not On The High Street has launched three non-existent gifts, as part of its ongoing Don’t Gift campaign created in partnership with Uncommon Experience Studio.
When bought, Not Gifts instead make a charitable donation.
“Not A Candle” gives real wellbeing support, through Mind. “Not A Mug” doesn’t fill a cupboard — it fills a stomach thanks to FareShare. And “Not Socks” provides real warmth, through the third charity partner, Crisis.
The Don’t Gift push is designed to inspire more mindful gifting, and reduce wastefulness. A study by Not On The High Street revealed 3,088,345 gifts went to landfill last year.
The release of the Not Gifts follows on from previous acts, including a Don’t Gift Landfill installation at Westfield London featuring hundreds of abandoned gifts, and a Don’t Gift Guide released through Metro newspaper and available as a mobile and website experience.
The research underpinning the Don’t Gift campaign revealed that last year Brits gave 3,973,050 pairs of socks that lay unworn in drawers. 2,269,977 gifted mugs are hidden at the backs of cupboards. And 4,180,355 candles have never been lit. This study informed the creation of the three Not Gifts.
Not Gifts are available now for £10 each through Not On The High Street’s website.
Ben Golik, creative partner at Uncommon Experience Studio, said, “Our study revealed millions of gifts are hidden in cupboards or tucked away in drawers. It’s such a wasteful practice. We felt compelled not just to call this out — but to take it on and provide genuine solutions.”
Anna Murray, Head of Partnership Management at Mind, said “it’s a time of year that often puts extra pressure on us and can affect our mental health in lots of different ways. Every ‘Not a Candle’ sold this Christmas will help Mind’s Infoline answer one enquiry."
Polly Bianchi, director of fundraising at FareShare says: “Every person who buys a ‘Not A Mug’ will be helping to get good-to-eat food, which might otherwise go to waste, to people who need it."
Rob Halkyard, Executive Director of Brand, Marketing and Fundraising at Crisis, said: “We’re thrilled to be working with Not on the High Street this Christmas. Each and every ‘Not Socks’ sold will help us continue to be there for thousands of people experiencing homelessness, both at Christmas and all year round.”
Project Name: Not Gifts
Creative Agency: Uncommon Experience Studio
Client: Not On The High Street
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