Redress Design Award 2020: Creating awareness for sustainable fashion design across APAC through media relations

Redress Design Award
Challenges

Boosting awareness and educating the APAC market on sustainable fashion

Redress Design Award is the world’s largest sustainable fashion design competition presented by the non-for-profit organisation Redress. The competition educates emerging fashion designers around the world about sustainable design theories and techniques, to drive growth towards a circular fashion system. By putting sustainable design talent in the global spotlight, the competition creates a unique platform for passionate and talented fashion game-changers to transform the global fashion industry and rewards the best with career-changing prizes to maximise long-term impact.

Sinclair was appointed to maximise and maintain regional publicity engagement for Redress Design Award 2020 and participating designers via a virtual format during COVID-19; compare to its annual in-person event format.

Approach

Narrative Developed strong key messages combining sustainability, fashion, and innovation for the event which would resonate with target regional media and drive desire to spotlight the international participants from the competition.

Strategy Distributed bilingual virtual event invitations and a winner announcement press release, accompanied by targeted and tailored pitching angles across Hong Kong, South Korea, Mainland China, and Vietnam.

Awareness Secured high-quality interviews with Redress Founder and competition participants throughout the region.

Engage Invited relevant media from local and regional publications to attend the virtual event across lifestyle, sustainability, and fashion sectors.

Virtual Event Provided technical support and strategic advice on hosting a virtual fashion show via Zoom, with mics and speakers located in different countries. Ensuring it was accessible across markets in APAC was key.

Outcomes
+277 Million
reached through local and regional publications & influencers
100%
all coverage tonality was positive across local and regional features
12
secured within the project period throughout the region in Hong Kong, South Korea, Mainland China, and Vietnam
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